From the time that John W. Tukey started to do serious work in statistics, he was interested in problems and techniques of data analysis. Some people know him best for exploratory data analysis, which he pioneered, but he also made key contributions in analysis of variance, in regression and through a wide range of applications.This paper reviews illustrative contributions in these areas.

John W. Tukey and data analysis

ABSTRACT Celebrity athletes are a mainstay of popular culture and an increasingly important part of the marketing ecosystem. As product endorsers, they can influence brand attitudes and sales but also have broader societal implications for the firm. The recent string of bad behavior by celebrity athletes raises important ethical questions about firms that use the famous and infamous to endorse branded products. The conceptual framework presented in the current study provides a theoretical approach—based on virtue ethics—for evaluating the retention of tainted celebrity affiliates. This framework is applied to three well-known situations to examine the ethical implications of what initially were good choices for firms, their brands, and their consumers. The overarching goal of this article is to stimulate managers to think more deeply about the interconnections between their core company values, the athlete endorsers they select, and the ultimate effect of those decisions on their brands in the marketplace if things go wrong.

提携研究機関誌からの論文紹介 The Advertising Research Foundation 『Journal of Advertising Research』より The Ethics of Celebrity-Athlete Endorsement : What Happens When a Star Steps Out of Bounds?


Purpose
The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia.


Design/methodology/approach
The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares.


Findings
The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia.


Practical implications
Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies.


Originality/value
This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.


I love my cosmetics: educated young Muslim’s behaviour of non-halal certified cosmetics

Abstract This study aims to investigate the mediating effect of socio-religious behavior on consumption pattern changes of middle-class Muslims in the new normal era. In terms of methodology, this study is a correlational survey research. Research data were collected through questionnaires as many as 553 middle-class Muslim respondents who live in South Sulawesi Province, Indonesia. Reliability was accepted with cronbach’s alpha coefficient, and validity was accepted by confirmatory factor analysis. Data analysis and hypothesis testing were carried out through structural equation modeling and multiple regression. Two softwares (SPSS and LISREL) were used for statistical data processing. The results of the study indicate that the full mediation of socio-religious behavior was found in the relationship between religiosity, attitude, and consumption pattern changes, while in the relationship of subjective norms, perceived behavioral control and consumption pattern changes, socio-religious behavior was found as a partial mediation. In other words, the model proposed to form a fundamental change in consumption patterns of the middle-class Muslims does not work optimally. However, this study still finds an important thing that socio-religious behavior is able to mediate the relationship between religiosity, attitude, and consumption pattern changes.

https://doi.org/10.1080/23311975.2022.2163798

Mediating role of socio-religious behavior on consumption pattern changes of middle-class Muslims: An analysis using SEM

As public figures, cinematic celebrities’ behaviors have widespread influence on the whole society, and this also applies to China. Their influence is reflected in public recognition. This research classifies celebrity social responsibility as behavior within the law, professionalism, family ethics, public morality, and charity. We selected 286 cinematic celebrities as study objects and obtained public recognition data through 2,600 questionnaire surveys. The findings of the study indicate that there is a positive, linear relationship between cinematic celebrities’ social responsibility and public recognition. In particular, family ethics and public moral responsibility demonstrate a significant positive correlation with public recognition. However, there was no significant correlation found between lawful responsibility and public recognition. Finally, this paper makes additional suggestions and recommendations drawn from the data and reported in the conclusion.

/pdf/nexus-between-social-responsibilities-of-young-cinematic-nhwtnljo.pdf

Nexus between social responsibilities of young cinematic celebrities and public recognition: Evidence from China

\nPurpose\nThis paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression.\n\n\nDesign/methodology/approach\nData (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26.\n\n\nFindings\nThe results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention.\n\n\nPractical implications\nThe findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions.\n\n\nOriginality/value\nThis research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.\n

Mohammad Ishmam Abedin

Papers

Celebrity transgression and consumers’ forgiveness: does religiosity matter?