Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 14 of 14 for “"Endorsers"”.
-
College Athletes as Endorsers: A Study of NIL Advertising
<p>The objective of this study is to determine how effective the newly enforced NIL deals among college athletes are in terms of social media advertising. With the rise of social media and the amount of people using social media daily, it is imperative for advertisers to understand various ways of …
-
Athletes’ Post-transgression Csr Communication Strategy in Sport
… CSR endeavors may vary per situation if athlete endorsers have committed transgressions. Thus, it is imperative to understand the potential risks created by athlete endorsers’ transgressions, especially given the lack of existing relevant studies (Wilson, Stavros, & Westberg, 2008). However, it …
-
Enhanced market value of American athletes with international teammates
… players and the players’ credibility as product endorsers; third, to examine whether Chinese consumers’ evaluation of athlete endorsement would differ for sports products and non-sports products. By using scenario design, the author found that Chinese international students felt more attached to …
-
Friend-Zone With Benefits: The Parasocial Advertising of Kim Kardashian
… of communication that occurs between celebrity endorsers and audiences within social media. Kim Kardashian is used as the most current and successful celebrity endorser. A content analysis, including posts and responses from April and May 2011, is used to analyze the type of advertising messages …
-
Fashion Meets Twitter: Does the Source Matter? Perceived Message Credibility, Interactivity and Purchase Intention
… their personal style. Conversely, celebrity endorsers scored lowest in every variable, including credibility, interactivity and purchase intention, which might provide some insight into social media celebrity endorsement for fashion brands and designers.;These findings highlight the value of …
-
Replicating the Kaepernick Effect: The Power of Polarizing Frames to Make or Break Consumer Loyalty
… the conversation about celebrity athlete endorsers, the influence of media frames on consumer response, and implications for future studies.
-
How Unreliable are adult-reported suicide attempts? An examination of correlates and underlying causal mechanisms of discordant reporting over time
… yet mood-independent effects detected among New endorsers. This may indicate that New endorsers are a unique group of discordant responders, which warrant further examination. Still, because respondents in our sample were over 20 times more likely to recant than newly endorse, and comparatively, …
-
Negative Celebrity Endorsement Publicity and Stock Returns: The Importance of Proactive Firm Reactions
… in the United States feature celebrity endorsers. Previous research has identified numerous benefits of this powerful marketing strategy. Unfortunately, celebrities have been increasingly involved in negative publicity in the recent past. Using event study methodology, I examine the …
-
The Effect of Endorser Credibility on Purchase Intention based on Golf Products’ Attribute: Elaboration likelihood Model Perspective. Golf Equipment vs. Golf Apparel
… that the endorser credibility of sport celebrity endorsers affects advertising on endorsed products based on their current performance. The question of whether a sports celebrity's field success affects individual dimensions of endorser credibility is rarely discussed in the athlete endorsement …
-
Real options and strategic interactions in imperfectly competitive markets
… investments in brand equity using celebrity endorsers with embedded options over the investment opportunity. The aim is to determine optimal strategies when the arrival of the investment itself follows a random process and when firms can update their beliefs about the risk profile of the …
-
An analysis of linguistic features of male cosmetics advertisements from FHM (For Him) and GQ (Gentlemen's Quarterly) magazines
… was being advertised. The use of male celebrity endorsers fed into the notion of the masculinity theory that men are now openly using cosmetic products, and are even portrayed in magazines advertising the products they use. Most advertisers made use of multimodal aspects, semantics and syntactic, …
-
Impact of Incidental Aesthetics on Consumer Evaluations
… packaging, are less persuaded by endorsers' attractiveness, and are more likely to buy imperfect produce. This dissertation contributes to the literature on aesthetics and sensory marketing by revealing that aesthetic experiences that are not intentionally designed or not expected …
-
The impact of ad appeals and source types on ad trust
Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-10-19 without embargo terms
-
Disempowering through definition: a dialogic ethics for understanding consumer vulnerability through Nike's 'Mike and Spike' advertising and African American consumer history
… and responsibilities of marketers, advertisers, endorsers, the media and consumers. This research proposes dialogic ethics as the framework through which to understand and define vulnerability in the consumer realm. Advertising frequently is criticized for creating and perpetuating negative …