Corporate Reputation and the Discipline of Advertising

Rifon, Nora J.; Smreker, Karen; Kim, Sookyong

doi:10.1002/9781118335529.ch5

Cited by 3 publications

(4 citation statements)

References 51 publications

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“…Forgiveness (a = 0.90, M = 3.09, SD = 0.92), blame (a = 0.89, M = 3.8, SD = 0.82) and endorsement potential (a = 0.83, M = 2.87, SD = 0.96) were adapted from Rifon et al (2014) and measured using four-item, five-point Likert scales asking for degree of agreement/disagreement with statements. Forgiveness ("I am sure I could forgive her for her actions," The items for each scale were as follows, "It is likely that I will forgive her/him for her/his actions," "I believe she/he deserves forgiveness for her/his actions" and "It will be easy to forgive her/him for her/his actions"); Blame ("I am sure I could blame her/him for her/his actions," "It is likely that I would blame her/him for her/his actions," "I believe s/he deserves to be blamed for her/his actions" and "It will be easy to blame her/him for her/his actions"); Endorsement potential ("I cannot believe anyone would buy a product because she/he endorsed it," "If s/he endorsed a product, people might not buy it," "She/he would be a good choice for a product endorser and "She/he would be a terrible choice to endorse a product").…”

Section: Methodsmentioning

confidence: 99%

“…A few studies have begun to examine the effects of the transgression on consumer evaluations of the transgressed celebrity endorser such as attitude toward the endorser (Lee et al, 2021;Thomas and Fowler, 2016;Thwaites et al, 2012) and endorser credibility (Singh et al, 2020;Zhou and Whitla, 2013). To better understand why some celebrities survive transgressions better than others, this study focuses on the celebrity-related outcome, future endorsement potential, defined here as a celebrity's ability to persuade consumers to purchase an endorsed brand (Rifon et al, 2014), and independent of a specific brand endorsement situation.…”

Section: Introductionmentioning

confidence: 99%

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Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities

Rifon

Jiang²,

Wu³

2022

JPBM

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Purpose This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic histories in influencing consumer acceptance (i.e. forgiveness and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective. Design/methodology/approach By using real celebrities, this study conducted a 2 (transgression history: high vs low) × 2 (philanthropic history: high vs low) × 2 (celebrity gender: male vs female) between-subject online experiment with 823 US young adults. Findings Results showed that forgiving (blaming) the transgressed celebrity was positively (negatively) associated with the celebrity’s endorsement potential. Transgression history had a significantly negative indirect effect on endorsement potential via its negative effect on forgiveness and positive effect on blame. Philanthropic history mitigated the negative indirect effect of transgression history on endorsement potential only for male celebrities, not female celebrities. Originality/value This study contributes to the current human brand and celebrity transgression literature and fills the research gap by using real male and female celebrities to incorporate the real history of celebrities as determinants of consumer judgment of celebrity transgression. This study also makes its unique contributions by focusing on the celebrity-related outcomes and demonstrating the moderating roles of past philanthropic behaviors and celebrity gender for their potential to mitigate the negative effects of transgression history on consumer responses to a single transgression.

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Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities

Rifon

Jiang²,

Wu³

2022

JPBM

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“…Recent important wine-related social media advertising studies have focused on four major platforms: Twitter, Facebook, YouTube and personal blogs/websites (Szolnoki et al , 2014). Rifon et al (2013) studied how social media advertising influences brand reputation. Social media advertising has become the top source of information for persuading people to buy or not buy products.…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding brand reputation: a case study of Chinese wineries

Shi,

Gu,

Zhou

2024

IJCHM

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Purpose Exploring the determinants of a winery brand reputation (BR) and how those determinants interact is vital for the sustainable development of wineries as well as the growth of the wine industry as a whole. This study aims to test an integrated model to better understand the observed measurement constructs of winery brand reputation, including collective reputation (CR), wine label (WL), expert opinion (EO), social media advertising (SMA) and consumer wine knowledge (CWK). Design/methodology/approach In-depth interviews, an expert panel review and a pilot study were conducted to examine and improve the observed variables. A questionnaire survey was conducted as the main data source for the study. A total of 616 valid questionnaire responses were collected from 102 cities in mainland China and Hong Kong, Macao and Taiwan from December 2021 to April 2022. Structural equation modeling was conducted for the data analysis. Findings This study supported 9 of the 18 proposed theoretical hypotheses. WL, EO and SMA had positive effects on BR. CWK was found to have a moderating effect on the relationship between expert opinions/social media advertising and brand reputation. Research limitations/implications The results of this study can guide wine practitioners, researchers and administrators in brand development, label regulation and consumer education. Originality/value To the best of the authors’ knowledge, this is the first attempt to examine the determinants of winery brand reputation among Chinese wine consumers. This study explains the mechanism of winery brand reputation, demonstrating the dynamics and effects of the observed measurement constructs on brand reputation.

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“…‫ـكة‬ ‫ـ‬ ‫للرش‬ ‫ـالء‬ ‫العمـ‬ ‫ـيم‬ ‫تقيـ‬ ‫ـري‬ ‫تغيـ‬ ‫ىف‬ ‫باملنافسني‬ ً ‫مقارنا‬ ‫ومنتجاتها‬(Moorthy and Hawkins, 2005) . ‫ـت‬ ‫اتفقـ‬ ‫أنه‬ ‫اال‬ ‫الرشكة،‬ ‫وسمعة‬ ‫االعالن‬ ‫بني‬ ‫تربط‬ ‫أن‬ ‫حاولت‬ ‫التى‬ ‫االبحاث‬ ‫ندرة‬ ‫من‬ ‫الرغم‬ ‫عىل‬ ‫أنه‬ ‫ويالحظ‬ ‫سمعتها،‬ ‫وبني‬ ‫التسويقية‬ ‫الرشكة‬ ‫اتصاالت‬ ‫بني‬ ‫ارتباط‬ ‫وجود‬ ‫عىل‬ ‫اسات‬ ‫الدر‬ ‫بعض‬ ‫حاولت‬ ‫املثال،‬ ‫سبيل‬ ‫فعىل‬ ‫الش‬ ‫سمعة‬ ‫بناء‬ ‫ىف‬ ‫االعالن‬ ‫مساهمة‬ ‫كيفية‬ ‫تفسري‬ ‫االدبيات‬ ‫بعض‬ ‫ـ‬ ‫ـارشة.‬ ‫مبـ‬ ‫ـري‬ ‫غـ‬ ‫أو‬ ‫ـارشة‬ ‫مبـ‬ ‫بصورة‬ ‫سواء‬ ‫ركة‬ ‫ـني‬ ‫تحسـ‬ ‫أو‬ ‫ـاء‬ ‫بنـ‬ ‫ـا‬ ‫بإمكانهـ‬ ‫الذهنية‬ ‫ورتها‬ ‫وعن‬ ‫الرشكة،‬ ‫عن‬ ‫رسائل‬ ‫حمل‬ ‫ميكنه‬ ‫االعالن‬ ‫أن‬ ‫استخلصت‬ ‫وقد‬ ً ‫ـا‬ ‫أيضـ‬ ‫بل‬ ‫فحسب‬ ‫هذا‬ ‫ليس‬ ‫العمالء،‬ ‫لدى‬ ‫الرشكة‬ ‫سمعة‬ ‫ـن‬ ‫عـ‬ ‫ـالح‬ ‫املصـ‬ ‫ـحاب‬ ‫ـ‬ ‫ال‬ ‫ـدركات‬ ‫مـ‬ ‫ـوين‬ ‫تكـ‬ ‫ـة‬ ‫امكانيـ‬ ‫الرشكة‬ ‫سمعة‬(Rifon, Smreker and Kim, 2013) Lee and Hong, 2016;Logan, et al, 2012…”

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مدى فاعلیة المسئولیة الإجتماعیة للشرکة فى مقابل الإعلان فى بناء سمعة الشرکة والنیة نحو الشراء: فى ظل الدور الوسیط للثقة والصورة الذهنیة ورضاء العملاء

سرجيوس¹

2020

مجلة جامعة الإسکندریة للعلوم الإداریة

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Corporate Reputation and the Discipline of Advertising

Cited by 3 publications

References 51 publications

Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities

Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities

Understanding brand reputation: a case study of Chinese wineries

مدى فاعلیة المسئولیة الإجتماعیة للشرکة فى مقابل الإعلان فى بناء سمعة الشرکة والنیة نحو الشراء: فى ظل الدور الوسیط للثقة والصورة الذهنیة ورضاء العملاء

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