Read complete books and articles on: Celebrity Endorsements

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8 of the Best Books and Articles on: Celebrity Endorsements

as selected by Questia librarians

1.

Sports Marketing and the Psychology of Marketing Communication (Chap. 5 "The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective" and Chap. 6 "The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension") » Read Now
by Lynn R. Kahle, Chris Riley. 415 pgs.

Collections: Psychology, Entire Library

Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in...
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Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in this area. It presents chapters that deal with topics in sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives-the major force in sports marketing; ambush marketing-how non-sponsors seek to reap the benefits without paying the price; and licensing-using the sale of items, such as t-shirts to increase profit and marketing.
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2.

Diversity in Advertising: Broadening the Scope of Research Directions (Chap. Fifteen "Moving beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers" and Chap. Sixteen "Michael Jodan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition") » Read Now
by Jerome D. Williams, Wei-Na Lee, Curtis P. Haugtvedt. 447 pgs.

Collections: Entire Library

The successful advertisers of the 21st century must understand the importance of diversity in American Society. A number of characteristics must be considered such as: gender, age, ethnicity, sexual orientation, etc. Today over a quarter of Americans identify themselves as something other than white...
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The successful advertisers of the 21st century must understand the importance of diversity in American Society. A number of characteristics must be considered such as: gender, age, ethnicity, sexual orientation, etc. Today over a quarter of Americans identify themselves as something other than white and people over 50 make up the largest group in the US.
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3.

Ethics in Modern Management ("Celebrity Endorsements" begins on p. 119) » Read Now
by Gerald J. Williams. 183 pgs.

Collections: Entire Library

Is there such a thing as "business ethics?" Author Gerald J. Williams compellingly answers this question in Ethics in Modern Management. Though he agrees that greed and self-interest are at work in the business environment, he also notes that they can be found in just about every area of human...
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Is there such a thing as "business ethics?" Author Gerald J. Williams compellingly answers this question in Ethics in Modern Management. Though he agrees that greed and self-interest are at work in the business environment, he also notes that they can be found in just about every area of human endeavor, and it is a fallacy to think that one can justify these vices simply because one operates in the business environment, where such behavior might be more readily condoned. But the book does not stop at establishing the faulty logic behind the "business ethics" concept. It is also designed to help managers with the process of education and moral reflection by describing three approaches to morality--cultural moral relativism, utilitarianism, and Thomistic natural law--and showing how each approach attempts to solve real-life ethical conflicts in the business world.
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4.

Entertainment-Education and Social Change: History, Research, and Practice ("Celebrity Endorsements" begins on p. 99) » Read Now
by Michael J. Cody, Everett M. Rogers, Miguel Sabido, Arvind Singhal. 458 pgs.

Collections: Entire Library

Entertainment-Education and Social Change introduces readers to entertainment-education (E-E) literature from multiple perspectives. This distinctive collection covers the history of entertainment-education, its applications in the United States and throughout the world, the multiple communication...
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Entertainment-Education and Social Change introduces readers to entertainment-education (E-E) literature from multiple perspectives. This distinctive collection covers the history of entertainment-education, its applications in the United States and throughout the world, the multiple communication theories that bear on E-E, and a range of research methods for studying the effects of E-E interventions. The editors include commentary and insights from prominent E-E theoreticians, practitioners, activists, and researchers, representing a wide range of nationalities and theoretical orientations. Examples of effective E-E designs and applications, as well as an agenda for future E-E initiatives and campaigns, make this work a useful volume for scholars, educators, and practitioners in entertainment media studies, behavior change communications, public health, psychology, social work, and other arenas concerned with strategies for social change. It will be an invaluable resource book for members of governmental and non-profit agencies, public health and development professionals, and social activists.
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5.

The Celebrity Sell: Advertisers Use Black Celebrity Endorsers to Pump Up Sales, in Black Enterprise » Read Now
by Sonia Alleyne. 8 pgs.

Collections: Entire Library
6.

A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions, in Mass Communication & Society » Read Now
by Kak Yoon, Choong Hyun Kim, Min-Sun Kim. 21 pgs.

Collections: Entire Library
7.

From Baseballs to Brassieres: The Use of Baseball in Magazine Advertising, 1890-1960, in Nine » Read Now
by Ted Hathaway. multiple pgs.

Collections: Entire Library
8.

It Pays to Be Personal: Baseball and Product Endorsements, in Nine » Read Now
by Roberta Newman. 19 pgs.

Collections: Entire Library