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%P
2 Result(s)
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Chapter and Conference Paper
Uh-Oh, Tiger Is in Trouble: Empirical Analysis of Consumers’ Moral Reasoning Strategies and Their Implications for Endorsed Brands
Celebrity athlete endorsers are often engaged in immoral transgressions that cannot be controlled by marketers. While previous research on celebrity endorsement has emphasized how utilizing athletes could enha...
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Chapter and Conference Paper
Consumer Evaluations of Brand Extensions Positioned by Attribute Information
In consumer research on brand extension evaluations, it has been established that parent brand attitudes could be transferred to extensions as long as the perceived fit is high between the parent brand and the...
