Open Access. Powered by Scholars. Published by Universities.®
Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Social and Behavioral Sciences
Taking It To The Streets: A Multimethod Investigation Of Street Credibility And Consumer Affinity Toward Street Credible Endorsers, Delancy Howard Sterling Bennett
Taking It To The Streets: A Multimethod Investigation Of Street Credibility And Consumer Affinity Toward Street Credible Endorsers, Delancy Howard Sterling Bennett
Doctoral Dissertations
Celebrity endorsers are featured in 10 to 20 percent of commercials in the United States (Agrawal and Kamakura, 1995). While firms have invested significant capital in celebrity endorsers, they traditionally shy away from those who have been involved in illegal or immoral acts (Briggs, 2009; Creswell, 2008). However, the rules of endorser selection appear to be changing. Recently, a new type of endorser whose celebrity is built in part upon criminal activity or violent history has emerged. These celebrities, often rappers, successfully endorse major brands such as Vitamin Water and Chrysler. They are frequently described as having another form of …
Through The Camera Lens Of Development: An Exploration Of Ngos' Representations Of Africa, Sebastian Lindstrom
Through The Camera Lens Of Development: An Exploration Of Ngos' Representations Of Africa, Sebastian Lindstrom
Master's Capstone Projects
The purpose if this qualitative research is to acquire new knowledge in the African visual representational landscape, a digital space carefully filmed and edited by some of the most celebrated and acknowledged, mostly Western, NGOs in the world. The most watched Africa-related video from 50 NGOs were selected, downloaded and analyzed. After continuous re-watching of a 3.5 hour long set of visual data tree themes emerged. One segment relates around the NGOs intervention, another about the term or statement ‘help’, and the last theme is HIV/AIDS. The findings include the realization that the beneficiary was never explaining the intervention of …