This article introduces the celebrity capital life cycle as a structuring framework for the
literature on celebrity endorsement. This framework comprises four stages: acquisition, …

Overall, SERVQUAL and SERVPERF are equally valid predictors of OSQ. Adapting the
SERVQUAL scale to the measurement context improves its predictive validity; conversely, the …

This study combines meta-analysis with structural equation modeling to examine the impact
of service quality (SQ) on customer satisfaction (CS), attitudinal loyalty (AL), and purchase …

The importance of market-driving strategies as an alternative to market-driven strategies is
evident in the marketing literature (eg, Jaworski, Kohli, and Sahay 2000; Kumar, Scheer, and …

Using a human associative memory (HAM) framework, the authors assessed the influence
of single and multiple sponsorship arrangements on consumers' attitudes and purchase …

This experimental study examined what is the optimal decision for a company whose brand
is endorsed by a celebrity immersed in a scandal (revoking versus continuing the …

The objective of the research presented in this article is to examine the possibility that the
adverse effects on consumer brand attitudes engendered by the involvement of a celebrity …

This study investigates the phenomenon of fortuitous brand image transfer, or image transfer
that occurs by chance, between two brands sponsoring the same event concurrently (ie, …

Social norms shape consumer behavior. However, it is not clear under what circumstances
social norms are more versus less effective in doing so. This gap is addressed through an …

Purpose – The objective of this article is to explore the general idea that there is a limit to
the extent to which consumers make goodwill assumptions when sponsorship is used in …