Journal ArticleDOI
Advertising and employees: exploring the impact of discrepant ads on organizational identification.
Heather C. Vough,Kevin G. Corley +1 more
- Vol. 2004, Iss: 1
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In this article, a conceptual model of the effects of advertising on an employee's organizational identification is developed, based on the attention of an employee to an advertisement. But, the model is limited to the case of a single advertisement.Abstract:
We develop a conceptual model of the effects of advertising on an employee's organizational identification. Advertising is proposed to affect identification based on an employee's attention to the ...read more
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Journal ArticleDOI
Brand endorsement by celebrities impacts towards customer satisfaction
TL;DR: In this article, the authors present a market research finding that 8 out of 10 TV commercials scoring the highest recall were those with celebrity appearances, which is a sign that there should be a synergy between the brand and the endorser, that is, getting the right celebrity to endorse the right brand.
Celebrity Endorser and Respondents Gender: Its Impact on Company, Behavioral and Attitudinal Variables
Grace Phang,Ernest Cyril de Run +1 more
TL;DR: In this paper, the impact of celebrity endorsers on a company's image by respondents' gender and their attitude towards the company, behavioral variables, and attitudinal variables was investigated.
Book ChapterDOI
Werbung als Verhaltensvorbild für Mitarbeiter
TL;DR: FedEx as discussed by the authors is eine logistikunternehmen, eine tendenziell „farblose“ Dienstleistung emotional aufzuladen und fur den Kunden greifbar zu machen.
Book ChapterDOI
Aufbau und Steuerung eines markenkonformen Mitarbeiterverhaltens – Bestandsaufnahme und kritische Würdigung aus Sicht der internen Markenführung
Manfred Bruhn,Verena Batt +1 more
TL;DR: The Bedeutung der Marke als zentraler Werttreiber fur Unternehmen is in Wissenschaft und Praxis unbestritten.
Book ChapterDOI
Die neue Freiwilligkeit — Von sozialen Medien zu sozialisierenden Medien
TL;DR: In this article, the authors analyse the effect of the Darth-Vader-Kampagne on the Verhalten der Kunden and ihre Erwartungen an die Kommunikation.