Business Commons^™

Good Guys Don't Always Finish Last: The Moderating Role Of Brand Extension Fit On Product Evaluations Based On Corporate Ability (Ca) And Corporate Social Responsibility (Csr) Associations, Zachary Scott Johnson

Electronic Theses and Dissertations

Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations …

The Impact Of Celebrity Endorsement On Public Relations And The Consumer, Berenice Geraghty

Theses

Celebrity culture and endorsement has become a huge part of public relations today. Therefore it has become a core tactic within public relations campaigns and is becoming increasingly important as a method for building a long standing relationship with the consumer. The aim of this research study is to discover if celebrity endorsement makes an impact within public relations campaigns - why it is selected as a public relations tactic and how companies select celebrities to go with particular campaigns. The study also aims to discover how celebrity endorsement affects the consumer.

A qualitative research design was chosen as there …