Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise‚ Trustworthiness‚ and Attractiveness Author(s): Roobina Ohanian Source: Journal of Advertising‚ Vol. 19‚ No. 3 (1990)‚ pp. 39-52 Published by: M.E. Sharpe‚ Inc. Stable URL: http://www.jstor.org/stable/4188769 Accessed: 22/05/2009 06:55 Your use of the JSTOR archive indicates your acceptance of JSTOR’s Terms and Conditions of Use‚ available at http://www.jstor.org/page/info/about/policies/terms.jsp.
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Final Project Effectiveness of celebrity in brand endorsement Between A comparative study of Mobilink Indigo and Telenor Persona A REPORT SUBMITTED TO THE DEPARTMENT OF MANAGEMENT SCIENCES‚ VIRTUAL UNIVERSITY OF PAKISTAN IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
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Why do Television Documentaries always do packages on African American celebrities that come from the ghetto? There are three theories behind the question of television packages being done primarily on African Americans who are from the ghetto. 1) The "pull yourself up by your bootstraps concept in embedded in conservative ideology. Most conservatives believe that the reason so many African Americans live in poverty is primarily due to a lack of motivation and a willingness to work hard. This
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A study on the influence of celebrity endorsements on the public’s attitudes towards Non-for-Profit Organisations (NPOs) Contents 1. Introduction 3 1.1 The use of celebrity endorsements for for-profit organizations 3 1.2 The rise in use of celebrity endorsement in NPOs 4 1.3 Examples of celebrity endorsement 4 1.4 Choosing a suitable celebrity endorser 5 1.5 Definition 6 2. Rationale 7 2.1 Purpose of Study 7 2.2 Research questions 8 2.3 Research objectives: 8 2
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the 24/7 access of media‚ celebrities have more and more impact on the young. A lot of people think celebrities have a responsibility to act as role models. However‚ I disagree with this opion. There are many other ways to find role models for young people. Plus‚ celebrities become famous because they can sing‚ dance‚ act‚ or they are super good at something. But celebrities are human beings too. Like everyone else‚ celebrities make mistakes too. People think celebrities should act as role models
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promoting negative trends in their followers. Hence I acknowledge the statement that the celebrities bear huge responsibilities to act as role models. As we are living in a world of media today‚ it is not surprising that these celebrities remain in limelight and are chased everywhere by cameras. The most influence is done to the youth. The lavish‚ luxurious‚ colorfull and expansive lifestyles of these celebrities can inspire anyone who loves to dream. The young people‚ try to imitate them in clothing
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Manuel Mercado Lapid also known as Lito Lapid was born on October 25‚ 1955 in Porac‚ Pampanga. He was the fifth of nine children and was the youngest in the brood of five boys by Jose Lapid and Eleuteria Mercado. He finished his elementary education at Porac Central School in 1968‚ and secondary education at St. Catherine Academy for Porac‚ Pampanga in 1972. Lito was only 2 years old when his father died in the age of 28. And in his young age‚ he was forced to confront the harsh reality. His mother
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“Whoever controls the media‚ controls the mind”‚ Jim Morrison‚ once said. I‚ yet‚ consider that whoever controls celebrities of the media‚ such as famous entertainers and athletes‚ controls the younger individuals. I‚ personally‚ claim that the opinions of celebrities are more important to younger people than to older people. First of all‚ younger people often spend most of their leisure time to watch shows and performances of their adoring entertainers and athletes. To be more specific‚ according
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I think if because some opinions are very useful‚ and asthere are people who listen to celebrities because opinions are not so bad that they let us know. And there are many reasons why famous actors and athletes why they can help uso oun life they also support very important causes for them and sometimes the experience they have can help alot‚ And the examples they give can be from films they have mad. then i start to think that without their opinioms you can do one because if they do not think
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Brains? New Zealand Advertising Practitioners’ Views on Celebrity and Athlete Endorsers Jan Charbonneau and Ron Garland “They add a whole heap of value to the communication … the bigger the personality the better.” (New Zealand advertising practitioner) The established practice of using celebrities and professional athletes as endorsers shows no sign of abating. While a substantial body of literature exists researching effective celebrity and athlete endorser characteristics‚ little research has
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