The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to c...The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.展开更多
This present paper explores the celebrities appearing on television advertisements. The purpose is to identify the influence of celebrity endorsement on consumer buying intention in Sri Lanka. Television Advertising i...This present paper explores the celebrities appearing on television advertisements. The purpose is to identify the influence of celebrity endorsement on consumer buying intention in Sri Lanka. Television Advertising is one of the marketing communication tools used to receive the attention of the customer and build their loyalty to perfume brands. Celebrity advertisement is an important and frequently used marketing tool to directly influence the consumers＇ purchase intentions. The aim of this study is to determine the effect of celebrity endorsement on customer purchasing intention for perfume brands. The survey method was used as the research method. Questionnaire was utilized in gathering information from the respondents in Colombo and Gampaha in Sri Lanka. Cluster sampling was used to select a sample size of 100 and collected data were analyzed descriptively using the SPSS 20.0 version. Correlation analysis was conducted to establish the nature of the relationship between the celebrity endorsers and consumer purchasing intention. Results showed significant relationship between the celebrity endorsement （likability, credibility, personality, attractiveness, and expertise） and consumer purchasing intention, so that all five hypotheses were accepted by this exploration.展开更多
From November 1,2013, Translational Lung Cancer Research （TLCR） is officially endorsed by the Spanish Lung Cancer Group （Figure 1）. This is a meaningful milestone for TLCR as an acknowledgment of its expansion and...From November 1,2013, Translational Lung Cancer Research （TLCR） is officially endorsed by the Spanish Lung Cancer Group （Figure 1）. This is a meaningful milestone for TLCR as an acknowledgment of its expansion and dedication to lung cancer research and will tremendously advance its continued exploration in the field.展开更多
The president of the National Council of Textile Organizations(NCTO )has written a letter to the Mexican Economic Secretary Hugo Diaz strongly endorsing his country’s decision to seek a World Trade Organization(WTO)
文摘The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.
文摘This present paper explores the celebrities appearing on television advertisements. The purpose is to identify the influence of celebrity endorsement on consumer buying intention in Sri Lanka. Television Advertising is one of the marketing communication tools used to receive the attention of the customer and build their loyalty to perfume brands. Celebrity advertisement is an important and frequently used marketing tool to directly influence the consumers＇ purchase intentions. The aim of this study is to determine the effect of celebrity endorsement on customer purchasing intention for perfume brands. The survey method was used as the research method. Questionnaire was utilized in gathering information from the respondents in Colombo and Gampaha in Sri Lanka. Cluster sampling was used to select a sample size of 100 and collected data were analyzed descriptively using the SPSS 20.0 version. Correlation analysis was conducted to establish the nature of the relationship between the celebrity endorsers and consumer purchasing intention. Results showed significant relationship between the celebrity endorsement （likability, credibility, personality, attractiveness, and expertise） and consumer purchasing intention, so that all five hypotheses were accepted by this exploration.
文摘From November 1,2013, Translational Lung Cancer Research （TLCR） is officially endorsed by the Spanish Lung Cancer Group （Figure 1）. This is a meaningful milestone for TLCR as an acknowledgment of its expansion and dedication to lung cancer research and will tremendously advance its continued exploration in the field.
文摘The president of the National Council of Textile Organizations(NCTO )has written a letter to the Mexican Economic Secretary Hugo Diaz strongly endorsing his country’s decision to seek a World Trade Organization(WTO)
