Pub Date : 2017-05-24DOI: 10.1007/978-3-319-66023-3_43
Rongrong Qiu, Xiucheng Fan
{"title":"Who Regrets More After a Choice? the Role of Dialectical Thinking","authors":"Rongrong Qiu, Xiucheng Fan","doi":"10.1007/978-3-319-66023-3_43","DOIUrl":"https://doi.org/10.1007/978-3-319-66023-3_43","url":null,"abstract":"","PeriodicalId":423933,"journal":{"name":"ACR Asia-Pacific Advances","volume":"64 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124127652","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Celebrity endorsement is a highly researched field in marketing. Having its roots in psychology and the source credibility of communication (Hovland and Weiss, 1952; McCroskey and Young, 1981) it has come up a long way since the early research was done in the seventies (Friedman, et aI., 1976; Kamen et aI., 1975). Researchers have delved into various issues of celebrity endorsements such as source credibility of the celebrity, celebrity-brand congruence and meaning transfer model (McCracken, 1989). Research in Brand Personality is relatively new. The works of Aaker and Fournier (1995), Aaker (1997) and Ourgee (1998) initiated the interest which ultimately resulted in the construction of a Brand Personality Scale by Aaker (1997). However, researchers have not looked into the issue of Celebrity Personality affecting the Brand Personality even in congruence studies. In this paper we try to address the issue of celebrity personality affecting brand personality. Based on an empirical study, we try to find out whether the same personality dimensions exist for the celebrity and the brand endorsed respectively. Following which we have tried to see whether celebrity personality has an effect of brand personality. The study is supposed to generate research interest because of its novelty of idea.
名人代言是市场营销中一个被高度研究的领域。其根源在于心理学和沟通的可信度(Hovland and Weiss, 1952;mcroskey and Young, 1981)，自70年代早期的研究以来，它已经有了很长的路要走(Friedman等)。, 1976;卡门和艾。, 1975)。研究人员对名人代言的各种问题进行了深入研究，如名人的来源可信度、名人与品牌的一致性和意义转移模型(McCracken, 1989)。品牌个性的研究相对较新。Aaker和Fournier(1995)、Aaker(1997)和Ourgee(1998)的工作引发了人们的兴趣，最终导致Aaker(1997)构建了品牌人格量表。然而，即使在一致性研究中，研究人员也没有研究名人性格对品牌性格的影响。本文试图探讨名人人格对品牌人格的影响。在实证研究的基础上，我们试图找出名人和代言品牌是否存在相同的人格维度。接下来，我们试图看看名人个性是否对品牌个性有影响。这项研究因其新颖的思路而引起人们的研究兴趣。
{"title":"Celebrity Endorsements and Brand Personality","authors":"Subhadip Roy, Y. Moorthi","doi":"10.2139/SSRN.2124619","DOIUrl":"https://doi.org/10.2139/SSRN.2124619","url":null,"abstract":"Celebrity endorsement is a highly researched field in marketing. Having its roots in psychology and the source credibility of communication (Hovland and Weiss, 1952; McCroskey and Young, 1981) it has come up a long way since the early research was done in the seventies (Friedman, et aI., 1976; Kamen et aI., 1975). Researchers have delved into various issues of celebrity endorsements such as source credibility of the celebrity, celebrity-brand congruence and meaning transfer model (McCracken, 1989). Research in Brand Personality is relatively new. The works of Aaker and Fournier (1995), Aaker (1997) and Ourgee (1998) initiated the interest which ultimately resulted in the construction of a Brand Personality Scale by Aaker (1997). However, researchers have not looked into the issue of Celebrity Personality affecting the Brand Personality even in congruence studies. In this paper we try to address the issue of celebrity personality affecting brand personality. Based on an empirical study, we try to find out whether the same personality dimensions exist for the celebrity and the brand endorsed respectively. Following which we have tried to see whether celebrity personality has an effect of brand personality. The study is supposed to generate research interest because of its novelty of idea.","PeriodicalId":423933,"journal":{"name":"ACR Asia-Pacific Advances","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130371530","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2009-08-13DOI: 10.1504/ijima.2009.027809
J. Nantel, S. Sénécal
The objective of this study was to investigate how counterproductive time spent on a website affects consumers' online task completion. Two hundred and twenty-eight consumers were asked to perform a task on determined websites. Verbal protocols and clickstream data were collected. The results of Study 1 showed that the time spent waiting for pages to download had no effect on task completion, but that the time lost on pages that were useless to the task at hand had a negative impact on consumers' task completion. Study 2 indicated that the downloading time related to pages that were useful to consumers had no effect on task completion, but downloading times related to pages that were useless had a significant impact on task completion. Managerial and theoretical implications are discussed.
{"title":"The Effect of Counterproductive Time on Online Task Completion","authors":"J. Nantel, S. Sénécal","doi":"10.1504/ijima.2009.027809","DOIUrl":"https://doi.org/10.1504/ijima.2009.027809","url":null,"abstract":"The objective of this study was to investigate how counterproductive time spent on a website affects consumers' online task completion. Two hundred and twenty-eight consumers were asked to perform a task on determined websites. Verbal protocols and clickstream data were collected. The results of Study 1 showed that the time spent waiting for pages to download had no effect on task completion, but that the time lost on pages that were useless to the task at hand had a negative impact on consumers' task completion. Study 2 indicated that the downloading time related to pages that were useful to consumers had no effect on task completion, but downloading times related to pages that were useless had a significant impact on task completion. Managerial and theoretical implications are discussed.","PeriodicalId":423933,"journal":{"name":"ACR Asia-Pacific Advances","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122500436","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Are Free Trial Customers Worth Less Than Regular Customers","authors":"H. Datta, B. Foubert, H. V. Heerde","doi":"10.2139/ssrn.2060645","DOIUrl":"https://doi.org/10.2139/ssrn.2060645","url":null,"abstract":"","PeriodicalId":423933,"journal":{"name":"ACR Asia-Pacific Advances","volume":"1076 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132947326","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Connecting With Others Through Shared Experiences: Differing Effects For Friends and Strangers","authors":"A. L. McGill, S. Ramanathan","doi":"10.1037/e621092012-141","DOIUrl":"https://doi.org/10.1037/e621092012-141","url":null,"abstract":"","PeriodicalId":423933,"journal":{"name":"ACR Asia-Pacific Advances","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115217922","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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