Open Access. Powered by Scholars. Published by Universities.®
- Discipline
Articles 1 - 3 of 3
Full-Text Articles in Business
The Effects Of Schema Congruity On Consumer Response To Celebrity Advertising, Tracy Harmon-Kizer
The Effects Of Schema Congruity On Consumer Response To Celebrity Advertising, Tracy Harmon-Kizer
Tracy R. Harmon-Kizer Ph.D.
The trend of celebrity-branded products is on the rise, creating a new domain in which to explore the match-up hypothesis. Moving beyond the celebrity as an endorser, but rather, a brand promoting a brand extension, this article examines how perceived congruence between a celebrity's image and the brand image of products they have developed is related to attitudinal and behavioral measures of advertising effectiveness. Employing a 2 × 3 full factorial design, congruence between the celebrity's image and the brand's image was varied (less vs. more congruent), along with the use of the celebrity's image (present, absent, non-celebrity models) to …
Comparing Portrayals Of Beauty In Outdoor Advertisements Across Six Cultures: Bulgaria, Hong Kong, Japan, Poland, South Korea, And Turkey, Pamela Morris
Pamela K. Morris
This research expands scholarship on cross-cultural investigations by examining ideas of beauty through the lens of outdoor advertisements. Using a content analysis method, 293 images of women in outdoor advertisements from six different cultures, including Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey, were reviewed through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings revealed that differences across cultures exist and that beauty ideals are culture dependent.
How To Succeed In Advertising When All You Have Is Talent, Laurence Minsky, Emily Calvo
How To Succeed In Advertising When All You Have Is Talent, Laurence Minsky, Emily Calvo
Laurence Minsky
No abstract provided.