haku: @freeterm celebrities / yhteensä: 8
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| Tekijä: | Louie, T. A. Obermiller, C. |
| Otsikko: | Consumer response to a firm's endorser (dis)association decisions |
| Lehti: | Journal of Advertising
2002 : WINTER, VOL. 31:4, p. 41-52 |
| Asiasana: | ADVERTISING CONSUMER BEHAVIOUR |
| Vapaa asiasana: | CELEBRITIES |
| Kieli: | eng |
| Tiivistelmä: | Two studies address how companies should react when celebrity endorsers with whom they wish to associate are blameless or blameworthy for causing negative events (e.g. accidents). Research findings on stigmas suggest a linear endorser blame-company evaluation relationship, such that companies should associate (disassociate) with endorsers who have low (high) levels of blame for negative events. |
SCIMA