the first to identify 24 brand image drivers related to (1) celebrity‚ (2) message‚ (3) advertising channel‚ and (4) recipient characteristics through a systematic analysis of 36 empirical studies. Specifically‚ credibility and high image-based congruence are the most important celebrity characteristics. The use of twosided appeals‚ high arousal and low involvement also seem beneficial. This review derives specific success factors to support practitioners‚ and it provides a basis for guiding further
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Carl Rogers Carl Rogers (1902-1987) was a humanistic psychologist who agreed with the main assumptions of Abraham Maslow‚ but added that for a person to "grow"‚ they need an environment that provides them with genuineness (openness and self-disclosure)‚ acceptance (being seen with unconditional positive regard)‚ and empathy (being listened to and understood). Without these‚ relationships and healthy personalities will not develop as they should‚ much like a tree will not grow without sunlight
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Organizations and their structural and political environment 1. Demographic structures‚ product‚ and labour markets • Demographics or demographic data are the characteristics of a population as used in government‚ marketing or opinion research‚ or the demographic profiles used in such research. • Product is the end result of the manufacturing process‚ to be offered to the marketplace to satisfy a need or want. • Labour market is the nominal market in which workers find paying work
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employees in their work? Do they need additional training? 2. Commitment: How committed are employees to their work and organization? To what extent do HRM policies enhance the commitment of employees to their work and organization?3. Congruence: Is there congruence‚ or agreement‚ between the basic philosophy and goals of the company and its employees? Is there trust and common purpose between managers and employees? 4. Cost effectiveness: Are HRM policies cost-effective in terms of wages‚ benefits
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Wilkins (2000) concluded that‚ “The communication of unconditional positive regard is a major curative factor in any approach to therapy; congruence and empathy merely provide the context in which it is credible” (p. 23). In incorporating the tenets of person-centered therapy in my group-counseling proposal‚ then‚ I would want to include empathy‚ congruence and unconditional positive regard. In being able to view students from a perspective of understanding‚ being “real” with them and accepting
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received the survey. Extensive non-response analysis ruled out serious bias in the data. Findings– The results from this empirical study suggest that different shopping motivations indeed influence perceptions of service type and shopping mode congruence differently. In addition‚ the results also suggest that services are more likely to be associated with the online shopping mode‚ whereas more tangible products are likely to be associated with bricks and mortar stores. Originality/value– The findings
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dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in advertising shape masculine and feminine brand personality perceptions; (2) brand personality–self-concept congruence in terms of masculine and feminine brand personality and consumers’ sex role identity positively influences affective‚ attitudinal‚ and behavioral brand-related consumer responses; and (3) masculine and feminine brand personality lends itself to
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Conjecture= educated guess based on specific observations; a conclusion reached through inductive reasoning Inductive Reasoning= a type of reasoning that reaches conclusions based on a pattern of specific examples or past events Conditional= if->then statements If= hypothesis Then= conclusion P= abbreviation for hypothesis Q= abbreviation for conclusion P->Q= read as “p implies q” Counterexample= an example showing that a statement is false Venn Diagram= can be used to illustrate a conditional
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Online ISSN 2345-0037. ORGANIZATIONS AND MARKETS IN EMERGING ECONOMIES‚ 2014‚ VOL. 5‚ No. 1(9) IMPACT OF CONGRUENCE BETWEEN SPORTS CELEBRITY AND BRAND PERSONALITY ON PURCHASE INTENTION: THE CASE OF MINERAL WATER CATEGORY IN LITHUANIA Eleonora Šeimienė* Vilnius University Tamara Jankovič Vilnius University Abstract: Present research argues that it is important to understand relation between celebrity‚ brand personality and the consumer‚ however‚ there are only few studies covering this topic. Moreover
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The Story of My Life Perhaps the most important thing that has happened in my life is the fact that nothing really big or important has ever happened in my life. For example‚ my parents are still happily married‚ and nobody really close to me has evr died. All of this is very unfortunate‚ I am sure‚ because if one of these things had happened I would have been able to find a topic for this very essay which I am writing very easily‚ and would not have had such a hard time getting this essay in
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