This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model.
Purpose: The purpose of this study was to investigate the influence of market structure and market conduct characteristics (such as market concentration, presence of networks operated by global corporations, presence of vertically integrated companies, presence of hypermarket gasoline stations and consumption level) on price-cost margin levels, based on an example of the European Union retail gasoline market.
Methodology:The research applied regression analysis on a panel data set comprising of average monthly price-cost margins for 2012 to 2015, based on the data published in the European Commission Oil Bulletin, and on a set of variables characterizing market structure and market conduct of 24 European Union member state countries.
Findings:The results showed that in the case of retail gasoline markets, higher industrial concentration yields higher price-cost margins with a statistically significant influence of other market structure and conduct factors.
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