IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this paper or follow this series

Negative publicity on the endorsement process does it influence for-profit and not for-profit print advertisements?

  • Roozen, Irene

    ()

    (Hogeschool-Universiteit Brussel)

Registered author(s):

    This paper describes an experiment which tested the effectiveness of warm and cold appearance endorsers for for-profit and not-for-profit print advertisements. Moreover, the effects of positive/negative publicity surrounding the endorser have also been evaluated. The research results show that the use of relatively warm appearance female endorsers is significantly more effective for for-profit products whilst ‘warm’ appearance male endorsers are more effective for not-for-profit products. The gap between positive-negative publicity of the same endorser is significantly bigger for the for-profit products than for the not-for-profit. This suggests that the risk of negative publicity is more important for the endorsement process of for-profit products than for not-for-profit products.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: https://lirias.hubrussel.be/bitstream/123456789/5848/1/12HRP01.pdf
    Download Restriction: no

    Paper provided by Hogeschool-Universiteit Brussel, Faculteit Economie en Management in its series Working Papers with number 2012/01.

    as
    in new window

    Length: 15 page
    Date of creation: Jan 2012
    Date of revision:
    Handle: RePEc:hub:wpecon:201201
    Contact details of provider: Web page: http://research.hubrussel.be

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:hub:wpecon:201201. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sabine Janssens)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.