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Dissertations / Theses on the topic 'Endorsement'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Aspa, Jukka Kimmo Antero. "Celebrity endorsement in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.

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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.

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Saouma, Joulyana, and Dimed Chabo. "Celebrity Endorsement : Hidden factors to success." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-241.

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<p>Abstract</p><p>The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the authors curious whether the negative aspects, that also exists when using celebrities as endorsers, affects consumers in their purchasing decisions when a celebrity gets associated with negative publicity. Another cause of interest is which factors of a cer

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3

Oney, Bianca. "Ethnic Minority Endorsement of Rape Myths." NSUWorks, 2014. http://nsuworks.nova.edu/cps_stuetd/94.

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While multiple studies have been conducted assessing rape myth acceptance among Whites, few studies have examined rape myth acceptance among a broad range of ethnic minorities. Therefore, the purpose of this study was to assess and examine rape myth acceptance among a diverse set of ethnic minorities. This study had 150 participants divided into four categories: Black, Hispanic, White, and Multi-Racial. Six scales were examined rape myth acceptance, own sex role satisfaction, sex role stereotypes, sexual conservatism, adversarial sexual beliefs, and acceptance of interpersonal violence. Partic

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4

Noyer, Camille, and Majo Stéphane Di. "Exploring brands celebrity endorsement on Facebook." Thesis, Karlstads universitet, Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-37164.

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Eltom, Hadia. "Celebrity Endorsement Branding : Linking Fragrances to Celebrities." Thesis, Södertörn University College, School of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1337.

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6

Sipe, Mina T. "Follower personality, schema structure, and leadership endorsement." College Park, Md. : University of Maryland, 2003. http://hdl.handle.net/1903/254.

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Thesis (M.A.) -- University of Maryland, College Park, 2003.<br>Thesis research directed by: Dept. of Psychology. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.

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Akers, Laura, and Laura Akers. "Patterns in Individual Endorsement of Societal Metanarratives." Thesis, University of Oregon, 2012. http://hdl.handle.net/1794/12522.

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Culturally shared beliefs about societies and humanity play a prominent part in world events, from beliefs about the histories and destinies of nations to beliefs about the appropriate relationship between humanity and the natural world. Many of these beliefs are "metanarratives," simplified representations of past and future societal trends, which often have narrative elements, such as goals, dramatic features, a sense of suspense for group members, and affective judgments about the passage of events over time. In this exploratory study, lifelong residents of the United States (N = 299 un

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Andersson, Carl-Henrik, Johan Bengtsson, and Robin Jonsson. "Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?" Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2661.

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<p>Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?</p><p>Problemformuleringen leder fram till syftet med uppsatsen. Vi kommer nedan att dela upp syftet i tre punkter och dessa är följande, analysera hur användningen av Celebrity Endorsement fungerar i verkligheten, jämföra denna med den tidigare teori som finns inom ämnet, dra slutsatser om teorin skiljer sig från hur användandet går till i praktiken..</p><p>Genom kvalitativa intervjuer har vi samlat in primärdata om hur företag använder sig av kändisar i marknadsföringen. Sekundärdata är hämtad främst ifrån

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9

Broman, Hedda. "Celebrity Endorsement : En kvalitativ analys av Viktväktarnas reklamfilmer." Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-120596.

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Uppsatsen syfte är att analysera vad det är för skillnader med att marknadsföra en produkt eller tjänst med eller utan Celebrity Endorsement. Jag har även analyserat hur varumärket framställs genom att använda Celebrity Endorsement metoden. För att förtydliga min analys har jag granskat två reklamfilmer av Viktväktarna. För denna uppsats har jag valt hermeneutik som vetenskapsteoretisk utgångspunkt. Mina frågeställningar är: På vilket sätt använder sig Viktväktarna av Celebrity Endorsement? Hur framställs Viktväktarna som varumärke i reklamfilmerna? På vilket sätt skiljer sig de två reklamfil

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10

Eyob, Helen. "How does expert endorsement affect consumer’s perceived credibility?" Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-71128.

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Endorsement is avery common marketing strategy and has been traced back to the 19th century. Expert endorsement is a type of endorsement that is frequently used to endorse a multitude of different products. Previous research on endorsement has shown a positive connection between endorsement and credibility. This research aims to examine expert endorsement and how it relates to perceived credibility. This research had a qualitative approach and explored credibility of expert endorsement from the consumer’s point of view by using the source model theories. The main findings were that expert endo

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Lopes, Sílvia Raquel Soares do Carmo. "A percepção da influência do Celebrity Endorsement no consumo." Master's thesis, Universidade Europeia - Laureate International Universities, 2015. http://hdl.handle.net/10400.26/9657.

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Embora o Celebrity Endorsement seja uma ferramenta de marketing já consagrada, a ascensão digital e o ritmo frenético das redes sociais vieram reclamar mudanças no império. A evolução furiosa das redes sociais dotou o utilizador actual de uma exigência urgente, transformaram posts em gatilhos e o ontem obsoleto. Com esta metamorfose, as marcas viram-se obrigadas a acompanhar a mudança, a adoptarem propriedades camaleónicas e a readaptarem-se ao mercado. Neste sentido, agitaram a varinha de condão e transformaram o tradicional celebrity endorser num agente omnipresente, coexistindo activa e par

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Andersson, Sebastian, and Oskar Larsson. "Omvänd Celebrity Endorsement : Överförs värden från företag till kändis?" Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29394.

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Denna studie handlar om Celebrity Endorsements, det vill säga samarbeten där kändisar borgar för en produkt eller ett företag i syfte att utbyta värden och förhoppningsvis öka försäljningen. Tidigare forskning inom detta område är fokuserat på vad en kändis kan tillföra företaget. Denna uppsats undersöker fenomenet från andra hållet, det vill säga vad företaget gör för kändisen. Vi vill ta reda på om svenskarna, fotbollsspelaren Zlatan Ibrahimovic samt Robin Carlsson, även känd som popartisten Robyn, genom respektive celebrity endorsement-aktion gällande kampanjen “

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Bucelli, Irene. "Kinds of agency and the role of reflective endorsement." Thesis, King's College London (University of London), 2015. http://kclpure.kcl.ac.uk/portal/en/theses/kinds-of-agency-and-the-role-of-reflective-endorsement(08e49d33-7d76-446c-9dee-98c684c5f43b).html.

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Human beings act, and it is intuitive to think that they are agents in a rather unique way, one that is different from other animals. This intuition has led some philosophers to think that human agency exhibits the distinctive feature of being self-controlled, self-governed and autonomous. Some authors identify a form of agency, sometimes defined as full-blown, strong or par excellence, with which we can only credit human beings, and which is taken to be distinctive of some human actions. Within this framework, a prominent understanding of the notion of self-governance conceives it in terms of

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Ismael, Helen. "The influence of paralympic endorsement on consumers' purchase intention." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/14732.

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Celebrity endorsement is a multi-million dollar industry, with corporations spending large sums of money to hire sports celebrities to endorse their products and services. The existing literature shows that celebrity endorsers positively affect consumer attitudes and purchase intentions. Although much research effort has focused on various types of celebrities, little attention has been devoted to understanding the influence of Paralympian endorsement (PE) on consumers’ attitudes and purchase intentions. This research therefore aimed to investigate the characteristics of Paralympian endorsers

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15

Qabur, Ibrahim. "FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982.

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Gu, Wenjun. "Crisis balance : judging celebrity endorsement under conditions of ambiguity." HKBU Institutional Repository, 2009. http://repository.hkbu.edu.hk/etd_ra/1100.

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Brünteson, Maja. "Celebrity Endorsement : En hiss eller diss ur konsumentens synvinkel?" Thesis, Uppsala universitet, Medier och kommunikation, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-385067.

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Saritmuthakul, Natsuda. "Female sports endorsement and attitudes toward brands and advertisements." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2861.

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Birgersson, Fanny, Jonas Ragnvaldsson, and Emma Randau. "Konsumentens uppfattning av Influencer Marketing på Instagram : En experimentell studie på Source Credibility, Köpintention och Varumärkesattityd." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14587.

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Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. En följd av det ökade intresset för marknadsföring på sociala medier har blivit att sponsra och samarbeta med personer som har ett stort antal följare, även kallade influencers, på sociala medie-plattformar såsom Instagram, Twitter och Youtube. Samtidigt som sponsring av influencers blir allt vanligare så

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Alberola, Amores Leonor. "Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers." Doctoral thesis, Universitat Jaume I, 2021. http://hdl.handle.net/10803/671088.

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Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour of customers. Departing from such past practice, this study aims to undertake a systematic analysis of the influence of celebrity endorsements on mature women, aged 40-60, using a combination of qualitative and quantitative methods like online questionnaires and structured interviews, apart from an

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Ekberg, Sara, Linn Mellgård, and Magdalena Micko. "Local Celebrity Endorsement : Can You Go Far by Staying Close?" Thesis, Jönköping University, Jönköping International Business School, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12853.

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<p>Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Theref

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Meijer, David, and Daniel Montell. "Celebrity endorsement : En studie om svenska idrottspersonligheter i företags marknadskommunikation." Thesis, Stockholm University, School of Business, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-6103.

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<p>I denna studie har vi valt att ur ett marknadsföringsperspektiv studera varför företag använder sig av kända svenska idrottspersonligheter i sin marknadskommunikation. Vi har valt att se på detta fenomen genom både företagens och idrottspersonligheternas perspektiv, det vill säga undersöka vilka incitament dessa båda parter har för att samarbeta. Vi har i vår uppsats valt att använda oss av en analytisk ansats, då vi ämnar skapa en djupare förståelse för ett fenomen snarare än att skapa generella lagar. Som datagenereringsmetod har vi använt oss av semistandardiserade intervjuer med företag

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CARNEIRO, MARIANA ABREU. "THE USE OF CELEBRITIES AND MULTIPLO ENDORSEMENT IN THE PROPAGANDA." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2001. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=2256@1.

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Este trabalho procura identificar a atitude do público frente à utilização de celebridades na propaganda e ao endosso de múltiplos produtos pela mesma pessoa. De acordo com esse estudo, considerando suas limitações, a utilização de celebridades na propaganda tem uma influência positiva sobre a avaliação do endossante, sem afetar a avaliação do anúncio. Mostrou-se ainda que o público jovem é mais sensível a esta técnica de propaganda, sendo o público jovem do sexo feminino o mais influenciado. Com relação ao múltiplo endosso, não se encontrou evidência de um impacto negativo sobre

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Kheder, Mohammad. "Celebrity Endorsement - Consumers’ willingness to pay for celebrity endorsed products." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-71300.

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Celebrity endorsement has become a widely studied and applied concept by the marketers and managers in modern business organizations. With the progressive marketing and business methods, new promotional tools have also been introduced to provide a competitive edge to the organizations. This paper deals with the research question i.e. investigating the effects of celebrity endorsement on consumers' willingness to pay. The topic is examined through a qualitative method and inductive approach is adopted to proceed with the study. Secondary data is collected through journals, online publications a

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Raphael, Jackie. "The celebrity endorsement industry: adapting to Web 2.0 and beyond." Thesis, Curtin University, 2013. http://hdl.handle.net/20.500.11937/227.

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The Hollywood entertainment industry and celebrity status has had a global impact on advertising and consumption since its emergence in the early 20th century. However, the advent of the Internet and social media has transformed popular culture. With YouTube having exceeded two billion views a day in May 2010 (Timeline 2010), more than one billion people active on Facebook since October 2012 (Newsroom: Timeline 2012), and social network advertising revenues estimated to reach $10 billion globally by 2013 (Social Network Ad Revenues to Reach $10 Billion Worldwide in 2013 2011), it is clear that

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Chancellor, Carrie. "An analysis of student achievement outcomes of teachers who have earned the Reading Endorsement offered through Brevard Public Schools compared to those who earned the Reading Endorsement through other means, and those who have not earned a Reading Endorsement." Doctoral diss., University of Central Florida, 2013. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5778.

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This study sought to determine relationships between the independent variables of teaching years of experience and participation in Reading Endorsement professional development offered through Brevard Public Schools and the dependent variables of student outcome measures, as determined through teacher aggregated reading Value Added Model (VAM) scores. The significance of the study was that it will add to the literature by being the first study of its kind for the Brevard Public School District. This study will also provide information as to the reading instruction preparation effectiveness exa

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Julià, Rich Míriam. "El endorsement de los celebrities y su influencia en el consumidor." Doctoral thesis, Universitat Ramon Llull, 2016. http://hdl.handle.net/10803/360845.

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Avui en dia les companyies, com una estratègia més de màrqueting i comunicació, trien i utilitzen als celebrities perquè donin suport en els seus productes i es converteixi en més vendes. La proposta d'aquesta tesi és contribuir a augmentar el coneixement científic dels celebrity endorsement a Espanya i obtenir un major enteniment quan les empreses trien a un celebrity. Destacarem la importància cabdal de la gestió dels celebrities en promocionar productes, associant els atributs i la personalitat del celebrity a les marques i demostrant que aquesta estratègia és una manera eficaç d’apropar

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Fred, Stephanie. "Examining Endorsement and Viewership Effects on the Source Credibility of YouTubers." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/5685.

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The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source cred

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Manta, Alexander. "The Celebrity Athlete: A Powerful Endorsement Tool in the Mass Media." Thesis, Boston College, 2013. http://hdl.handle.net/2345/3060.

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Thesis advisor: Michael Keith<br>Athletes have become major celebrities within the mass media in modern society. They appear in a wide variety of mediums and advertising campaigns that may or may not be directly related to sports. Their level of fame and popularity has landed many star athletes with multi-million dollar endorsement contracts with companies who want to associate with the athlete’s image and brand. This work attempts to further understand and analyze the role of celebrity athlete endorsers, how companies select and market their athlete spokespeople, and how audiences consume and

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Burke, Kayleigh Elizabeth. "Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78221.

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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research

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Junhem, Sanna, and Sophie Adolfsson. "Celebrity Endorsement & Consumer Behavior : Gender Differences as a Marketing Strategy." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35802.

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Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, the endorser and the product. Since gender plays a crucial part when understanding consumer behavior, knowledge about gender differences needs to be taken into account when creating a marketing strategy. Purpose - Consumers in today’s society are being exposed to an extreme amount of advertisements and other marketing tools

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Domino, Tracie M. "Toward An Integrated Communication Theory For Celebrity Endorsement In Fund Raising." [Tampa, Fla.] : University of South Florida, 2003. http://purl.fcla.edu/fcla/etd/SFE0000149.

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Erdogan, Bayram Zafer. "Constructing a practioner-based model of selecting celebrity endorsers." Thesis, University of Strathclyde, 2000. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21360.

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This thesis investigates how British advertising agencies select celebrity endorsers and the criteria considered important in deciding which celebrity to employ. Specifically the primary focus of the study is to identify and analyse the process by which celebrity endorsers are selected by advertising agency practitioners; to explore factors affecting the selection of celebrity endorsers; and, to generate a model of selecting celebrity endorsers for marketing communication messages. The research had a two-phase design, which progressed from exploratory interviews to a mail survey. For the first

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Fiúza, Alícia Sofia Alves. "Micro-celebrity endorsement no Instagram : estudo da necessidade da sua utilização para as marcas." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14988.

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Mestrado em Ciências Empresariais<br>Atualmente, com a emergência das redes sociais, as empresas tiveram de adaptar as suas estratégias de marketing a este meio em constante mudança, uma vez que grande parte do contacto marca-consumidor é realizado através destas mesmas redes. Este estudo irá basear-se numa dessas estratégias muito utilizadas pelas empresas, a utilização de micro-celebridades, para a promoção dos seus produtos, na rede social Instagram, ou seja, micro-celebrity endorsement. Neste estudo procurou-se então, perceber a opinião dos utilizadores do Instagram na utilização, por par

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Hansen, Isabell, Renée Erlandsson, and Henrik Mokhtari. "Celebrity Endorsement : A gender perspective of consumer behavior in the fashion industry." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-21348.

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Background – Celebrity endorsement has been researched to a great extent, however the main focus of the previous research has been about the effectiveness and the neg-ative/positive information about the celebrity and the brand. Additionally, previous studies on gender differences have been conducted; however it has not been done in consideration with celebrity endorsement in the fashion industry. Purpose – This study aims to examine if there is a difference between how men and women perceive celebrity endorsement in the fashion industry. The purpose is to gain a deeper understanding of factor

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Minchala, Valerie J. "Heterosexual and lesbian women's attributions of domestic violence and myth endorsement behaviors." CardinalScholar 1.0, 2009. http://liblink.bsu.edu/uhtbin/catkey/1536751.

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Much research has been conducted about domestic violence using heterosexual women samples. This study investigated how heterosexual and lesbian women make attributions about domestic violence, as well as their myth endorsement behaviors. It also looked at the effect of participants’ egalitarianism on their victim blaming behaviors and the effect of their own victimization on their perpetrator blaming behaviors. Analyses were also conducted to examine the relationship between attribution behaviors and myth endorsement behaviors. ANOVA results indicated that heterosexual and lesbian women tend t

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Henriques, Pedro Germano Santos Martins. "O Endorsement de desportistas influencia o comportamento de compra da Geração Y?" Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10386.

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Mestrado em Marketing<br>O endorsement de celebridades desportivas constitui para diversas marcas de renome, uma percentagem significativa de investimento de comunicação. Estas procuram obter diversos benefícios, tais como o aumento do reconhecimento do produto e marca. Este estudo incide na forma como os consumidores da geração Y, avaliam a influência do endorsement de celebridades desportivas no seu comportamento de compra. Explora também os elementos fundamentais que a celebridade deverá possuir num processo de endorsement, realça a importância de existir congruência entre a figura desporti

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Jeong, Min Seon. "Examining the effect of uncivil comments on endorsement of false political beliefs." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu159556699838493.

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Mamede, Édi Condorcet Minallah Pais. "Celebrity endorsement : o papel das celebridades na sua relação com as marcas." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/30159.

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Dissertação de mestrado em Marketing, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.<br>O celebrity endorsement representa uma estratégia que já vem sido utilizada desde há várias décadas para cá. As marcas, no entanto, apostam cada vez mais nas celebridades e o investimento nestas é, globalmente, superior todos os anos. No entanto, esta estratégia não pode ser feita sem discernimento, correndo o risco de ser inconsequente. Neste sentido, este estudo tem por objectivo analisar o papel das celebridades na sua relação com

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Sugita, Lena, and Zixiang Zhao. "Flexible Working Arrangement : Exploring leader prototypicality, endorsement, and employee's respect in SMEs." Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139771.

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Background: Today ’s organizations receive increasing pressure from society and workers to maintain good work life balance. Flexible working arrangement is one of the HRM policies to improve employee’s work performance, job satisfaction and retention. Prior discussion still does not find the clear result on the positive effect of FWAs. Due to the administrative burdens, many organizations, especially SMEs are still hesitant to introduce such policies. In this study, the authors examine the effects on FWAs on employee’s improved engagement. The study will take a form of replicative study, and f

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Karamfilov, Krasimir. "Leaders' Endorsement of Idiosyncratic Workplace Fun, Organizational Playfulness Climate, And Organizational Creativity." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5886.

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Emotionally disconnected employees, about 70% in the U.S., do not experience positive affect at work, are disengaged, and not creative. The purpose of this quantitative quasi-experimental study was to investigate the effects of leaders' endorsement of idiosyncratic workplace fun (independent variable) and organizational playfulness climate (independent variable) on organizational creativity (dependent variable). Complexity-based theoretical perspectives on organizational creativity framed this quantitative study. Data were collected via three survey instruments at two data points from 7 projec

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Fahad, Ghalib A. "A study of target receivers' perception of the process of endorsement in advertising." Thesis, University of Strathclyde, 1985. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21460.

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This study examines a currently popular advertising technique known as endorsement, which involves the use of a third party to give 'support' to an advertiser's product or service. In Britain, the technique has been used in various forms for well over two centuries now. Notwithstanding this continuous history of practice, there has to date been little documentation of either the major considerations bearing on practitioners' choice of endorsers or the factors likely to explain endorsers' relative 'persuasiveness'. Hitherto, the discussions of practitioners about the endorsement process have be

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Jitu, Halima Abedin, and MD Atiqur Rahman. "The influence of celebrity endorsement through social media on impulsive buying in Sweden." Thesis, Högskolan i Gävle, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-33412.

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Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). The primary data was collected from the students’ responses to the questions (127-members survey). For achieving the results mentioned in the results chapter, SPSS 17 was used for the data analysis. In the study, secondary data was collected through scholarly journals, books, and articles.

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Hock, Stefan Johannes Michae. "Negative Celebrity Endorsement Publicity and Stock Returns: The Importance of Proactive Firm Reactions." Diss., Virginia Tech, 2015. http://hdl.handle.net/10919/79619.

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Nowadays, about one fourth of all prime time commercials in the United States feature celebrity endorsers. Previous research has identified numerous benefits of this powerful marketing strategy. Unfortunately, celebrities have been increasingly involved in negative publicity in the recent past. Using event study methodology, I examine the influence of negative celebrity endorser publicity on immediate and subsequent stock returns, covering 59 events during a 25 year period from 1988 to 2012. My research shows that firms do not have to take losses for granted. By choosing proactive versus react

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Chang, Shun-Chun, and 張舜俊. "A Digital Check Payment System with Registered Endorsement and Blank Endorsement." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/38322706893156573428.

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碩士<br>靜宜大學<br>資訊管理學系<br>89<br>In recent years, due to the vigorous development of Internet, the use of electronic transactions is more and more important. Many traditional ways to payment are gradually transplanted to operate in Internet, so that it produces many related issues. The common ways to payment of the businesses are checks. A check has higher security and portability than the cash. Besides, a check has another important characteristic — the extended time of payment, in another word, the payer can limit the payee to clear the account after a specified days. This characteristic enable

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Fu, Jr-Shian, and 傅志賢. "Car Brand and Endorsement Behavior." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/15966745754197544015.

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碩士<br>國立暨南國際大學<br>管理學院經營管理碩士學位學程碩士在職專班<br>103<br>Relationship marketing research in contemporary has played a very important role, but the phenomenon can verify the relationship does not have much practice, especially in literature to explore the relationship between the brand is still insufficient. In recent years, consumer brand image, along with marketing diversification, had not only the relationship between the concept of a single brand, but also has the concept of co-branded, such as star / virtual characters speak the way, would think of seeing a star its endorsement of the brand, while

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Hung, Shu-Ying, and 洪菽霙. "Exploring the Effects of Multiple Product Endorsement, Multiple Celebrity Endorsement and Gossipy Information on Celebrity Advertising." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39178674151726030319.

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碩士<br>國立高雄第一科技大學<br>行銷與流通管理研究所<br>99<br>This study aim s to explore the effects of multiple product endorsement, multiple celebrity endorsement and negative information on celebrity advertising. Other purposes of study are to examine the negative impact of gossipy information about celebrity endorsers; whether or not it can be reduced through employment of multiple celebrity endorsement. Using undergraduates as respondents, a experimental design was conducted under conditions which varied multiple product endorsement, multiple celebrity endorsement and the negative information. There were 8 di

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Sousa, Patrícia Marta de. "Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand?" Master's thesis, 2012. http://hdl.handle.net/10400.14/15677.

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This marketing teaching case study aimed to understand how an incumbent company in the Portuguese telecommunication sector dealt with the increase in market competition. Despite the liberalization of telecommunication market in 2000, PT Comunicações, a company of Portugal Telecom Group was still understood as a monopolist and arrogant brand by its customers in the beginning of 2006. In this scenario, PT Comunicações marketing managers knew that it was urgent to change the communication strategy followed up until that moment if PT Comunicações wanted to maintain the leadership in the market. T

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Lu, Ya-Hui, and 呂雅惠. "Creating Brand Personality by Celebrity Endorsement." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/79s426.

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Huang, Wen-Hsin, and 黃雯欣. "Celebrity Endorsement of High-Tech Product." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/84985286489531387879.

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碩士<br>國立清華大學<br>科技管理研究所<br>95<br>High-tech companies often apply the celebrity endorsement, because they expect to expand the brand, to have a more clear segmentation, and to strengthen differentiation of their products via adopting a good celebrity endorsement. Despite of those benefits, celebrity endorsement may bring faults, such as high risks which result from either bad quality of the products or bad image of endorsers. Any of them will jeopardize the reputation of companies and endorsers. Besides, if a company decides to adopt the celebrity endorsement, its marketing expense will get ver

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