<p>Use of celebrities as part of marketing communications strategy is a fairly common practice
for major firms in supporting corporate or brand imagery. Firms invest significant monies …

Although a number of scholars have investigated effective celebrity endorser characteristics
with consumer samples using experimental methods, there is only one study by Miciak and …

Purpose – The purpose of this paper is to determine attitudes towards the advertising of
certain controversial products/services and reasons for being offensive across four different …

Purpose – The purpose of this paper is to determine the relationship between consumer
ethnocentrism and product attitudes, including country of origin, and to investigate whether …

In a constantly changing and increasingly globalized world, religion still plays a significant
role in influencing social and consumer behavior. This study will analyze what influence …

Both advertising and sponsorship are key areas of marketing communications activity, though
the latter has acted as a somewhat “Cinderella” subject. In the heightened and increasing …

… B. Zafer Erdogan is a research assistant in the Department of Marketing, Dumlupinar
University, Turkey, and currently undertaking doctoral research into celebrity endorsement as a …

This research explores how an advertising agency selects a celebrity endorser. The study
was conducted in two phases: in-depth interviews that helped the researchers have a greater …

… B. Zafer Erdogan is an assistant professor in the Department of Marketing, Dumlupinar
University, Turkey. He holds an MBA degree from the University of Hartford, USA and a PhD from …

Violent images are often used in advertisements to gain attention and sell products, resulting
in complaints to regulatory bodies and concern regarding the effects of these potentially …