Female tour leaders as advertising endorsers

The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam

“…Therefore, this study can be improved with future research. Furthermore, the demographic characteristics of clients in this study are not explored because gender differences can be viewed differently in the advertising analysis (Lin et al, 2008). Thus, the effects of age and gender need to be studied in the future to look at results for different types of clients.…”

Sport Fans and Their Teams’ Redesigned Logos: An Examination of the Moderating Effect of Team Identification on Attitude and Purchase Intention of Team-Logoed Merchandise

“…The questionnaire included scales for attitude toward the brand, purchase intention of team-logoed merchandise, and team identification. The scale of attitude toward the brand was measured with three items using a seven-point Likert scale (bad/good, unfavorable/favorable, and unsatisfactory/satisfactory), which was originally developed by Bruner and Hensel (1992) and has been used in other studies (e.g., Goldsmith, Lafferty, & Newell, 2000;Lin, Wang, & Chen, 2008;Tsai, 2007). An example of an attitude item is, "Please rate your overall impression toward the Utah Jazz brand."…”

Effect of Celebrity Endorsement on Consumer’s Perception of Corporate Image, Corporate Credibility and Corporate Loyalty (Case Study: Novin Charm Company)

“…Previous research into the role of celebrities in advertisement include identification of the characteristics of effective celebrity spokespersons (Magnini et al, 2008) and the role of celebrity endorsement on destination image and intention to revisit (Lee et al, 2008). The effectiveness of advertising campaigns built on celebrity endorsement has attracted growing interest from researchers (Kim et al, 2013;Lin et al, 2008). Previous research has found that the impact of endorsement on factors including corporate image, credibility and loyalty are related to the type of celebrity used.…”

“…Firstly, trustworthiness is an important attribute in clothing industry where the client frequently makes a booking without first seeing the product and forthis reason relies on the truthfulness of company marketing collateral, websites, word-of-mouth, advertisement or endorsement by acelebrity (Ketchen et al, 2008;Lin et al, 2008). According to 'match-up theory', advertising using a celebrity endorser influences consumer attitudes and their evaluation of the association between the celebrity on the company.…”