This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed.

https://www.jstor.org/stable/pdfplus/2489512.pdf

Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

Electronic word-of-mouth in hospitality and tourism management

Almost all the theoretical efforts in the area of marketing ethics have been normative, not positive. Th1at is, almost all theoretical works have focused on developing guidelines or rules to assist marketers in their efforts to behave in an ethical fashion. In contrast, the model developed in this article is descriptive, not prescriptive. It attempts to explain the decision-making process for problem situations having ethical con-tent. The article begins with a discussion and evaluation of the two major normative ethical theories in moral philosophy. deontological theories and teleological theories. Although these theories are normative, to the extent that people actually follow their prescriptions, any positive theory of marketing ethics must incorporate them. The article then develops a positive theory of marketing ethics and uses that theory to help explain some of the empirical research that has been conducted in the area of marketing ethics

A General Theory of Marketing Ethics

Operations management researchers and practitioners face new challenges in integrating issues of sustainability with their traditional areas of interest. During the past 20 years, there has been growing pressure on businesses to pay more attention to the environmental and resource consequences of the products and services they offer and the processes they deploy. One symptom of this pressure is the movement towards triple bottom line reporting (3BL) concerning the relationship of profit, people and the planet. The resulting challenges include integrating environmental, health, and safety concerns with green product design, lean and green operations, and closed-loop supply chains. We review these and other 'sustainability' themes covered in the first 50 issues of Production and Operations Management and conclude with some thoughts on future research challenges in sustainable operations management.

Sustainable Operations Management

The authors provide an initial test of the animosity model of foreign product purchase in the People's Republic of China. In contrast to Shimp and Sharma's (1987) CETSCALE, the model predicts that ...

The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China:

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel that brand managers need to consider the strengths and weaknesses of stealth marketing and traditional marketing before they decide on either.

https://papers.ssrn.com/sol3/Delivery.cfm?abstractid=1394975

Stealth Marketing: How to Reach Consumers Surreptitiously

As traditional television advertisements continue to lose their effectiveness, brand managers are being more pressured to think creatively by going undercover to reach consumers surreptitiously. To capture the attention of jaded, fickle consumers, they are urged to devise below-the-radar approaches that are harder to detect. This article examines six stealth marketing techniques and shows how stealth marketing is a viable alternative to obtrusive conventional advertising. Some stealth efforts are so subtle that consumers do not know they are being pitched to. There are emerging ethical and legal issues raised by critics of these techniques. While some stealth marketing campaigns are setting off alarms with consumer watchdog groups, these techniques will inevitably grow more common. They have a powerful role to play when they are tastefully implemented and respect consumers' intelligence. Brand managers are gambling that the benefits of stealth marketing will outweigh the complaints of its critics.

This paper reviews the current boom in celebrity advertising. More specifically, the objectives of this paper are fivefold: (1)to provide a historical overview of celebrities in advertising, and to...

Celebrity Advertising: A Review and Synthesis

This article explores the rebranding boom in the USA and around the world, citing numerous examples of strategies that worked as well as some famous attempts that missed the mark. The authors have two main objectives: to analyze the pitfalls of rebranding campaigns and to present six strategic options for implementing a rebranding campaign that meets expectations.

A rose by any other name: rebranding campaigns that work

The authors discuss some key aspects of the Foreign Corrupt Practices Act (FCPA) and their implications for American executives engaged in international marketing. American corporations are sufferi...

Jack G. Kaikati

Papers

Stealth Marketing: How to Reach Consumers Surreptitiously

Stealth Marketing: How to Reach Consumers Surreptitiously

Celebrity Advertising: A Review and Synthesis

A rose by any other name: rebranding campaigns that work

American Bribery Legislation: An Obstacle to International Marketing: