Celebrity Images in Magazine Advertisements: An Application of the Visual Rhetoric Model

Stafford, Maria Royne; Spears, Nancy; Hsu, Chung-Kue

doi:10.1080/10641734.2003.10505145

Cited by 36 publications

(16 citation statements)

References 40 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Celebrities can take the role of spokesperson, endorsement, actor and testimonial (Erdogan, 1999). In the words of Stafford et al (2003), a celebrity endorser is “a famous person who uses public recognition to recommend or co-present with a product in an ad”. Celebrity refers to an individual who is known to the public, such as actors, sports figures, entertainers and others for their achievements in their respective areas other than the product endorsed by them (Friedman and Friedman, 1979).…”

Section: Review Of Literaturementioning

confidence: 99%

Study on influential role of celebrity credibility on consumer risk perceptions

Deshbhag

Mohan

2020

JIBR

View full text Add to dashboard Cite

Purpose The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers. Design/methodology/approach The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales. Findings The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers. Research limitations/implications This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements. Practical implications The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness). Originality/value The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.

show abstract

Section: Review Of Literaturementioning

confidence: 99%

Study on influential role of celebrity credibility on consumer risk perceptions

Deshbhag

Mohan

2020

JIBR

View full text Add to dashboard Cite

show abstract

“…This investigation uses content analysis to define and generate a typology of aviation curriculum models and to determine the core content and intended outcomes at an aggregate level. Research on communication has shown content analysis to be an effective means to generate understanding (Kassarjian, 1977;Spears, 2001;Stafford, Spears, & Chung-kue, 2003). Content analysis effectively examines intended messages based upon frequency of discrete written content provided by a person or organization Kassarjian, 1977;Spears, 2001).…”

Section: Methods and Analysismentioning

confidence: 99%

Aviation Management: A Discipline in Crisis?

Hamilton

Randall

Hanna

2008

CARi

View full text Add to dashboard Cite

This article presents a detailed description of the key attributes of undergraduate aviation management programs. This exploratory research provides insight into key program issues in a manner designed to stimulate meaningful dialogue among aviation management faculty based on a study of 56 collegiate aviation baccalaureate programs. This investigation resulted in a taxonomy of aviation management curricula that examines: (1) breadth of curriculum, (2) science foundation, and (3) curriculum structure. Research results show that two primary dimensions emerged. The first is an operational vs. business processing oriented dimension. The second is a functional vs. asset understanding oriented curricula. The findings reveal that most programs are clustered around operational process-asset understanding. The authors advocate a need for increased business management oriented curricula focused by industry perspective and participation.

show abstract

“…For this reason, sports stars have come to have a huge influence over consumers' decisions, and consequently, sports star‐oriented marketing strategies have become prevalent (Stafford et al, ; Bush et al ; Lear et al, ; Boyland et al, ). While many companies employ sports stars in their marketing communications, these stars are not always beneficial assets for their sponsors.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

The role of negative publicity in consumer evaluations of sports stars and their sponsors

Yoon

Shin

2017

J of Consumer Behaviour

View full text Add to dashboard Cite

This paper aims to specify and test empirically the impact that two types of negative information (immorality and incompetence) about a sports star have on consumers' perceptions of the sports star and the sponsor. The moderating role of game relevance (game-related and non-game-related) and fan identification with a sports star (high identification and low identification) are also investigated. Using a sample of South Korean consumers (n = 249), we found in the experiment that the type of negative information affects participants' attitudes toward the sports star and the sponsor. This result implies that a sports star's involvement in negative events not only damages the star's reputation but also detracts from the value of the sponsor company. The results also show that the two factors moderate the main effects of negative publicity on consumers' perception of the sports star and his or her sponsor. First, the negative publicity about the sports star's functional issues (e.g., a career-threatening injury) negatively affects consumer attitude toward the sports star and the sponsor more in the out-of-game context than in the in-game situation. Second, bad sports star publicity has a greater negative effect on consumer perception of sponsors for lowly identified than highly identified sports stars, while the moderating effect on consumer perception of the sports star is not significant. Detailed practical implications and academic contributions are discussed. P. 2016. Consumers' attributions and brand evaluations in product-harm crises: the role of implicit theories of personality. Journal of Consumer Behaviour 15(1): 87-95.Zhou L, Whitla P. 2013. How negative celebrity publicity influences consumer attitudes: the mediating role of moral reputation.

show abstract

Celebrity Images in Magazine Advertisements: An Application of the Visual Rhetoric Model

Cited by 36 publications

References 40 publications

Study on influential role of celebrity credibility on consumer risk perceptions

Study on influential role of celebrity credibility on consumer risk perceptions

Aviation Management: A Discipline in Crisis?

The role of negative publicity in consumer evaluations of sports stars and their sponsors

Contact Info

Product

Resources

About