Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Marketers are beginning to expand the roles that celebrities play in support of brands. Connections now go beyond the typical endorsement relationship to employing celebrities as Creative Directors. Study 1 demonstrates celebrity Creative Directors, as opposed to merely endorsers, result in increased attitudes toward the advertisement; an effect mediated by consumer perceptions of celebrity expertize and attenuated by skepticism toward advertising. Study 2 further investigates this phenomenon by considering whether it is the title of Creative Director that results in increased attitudes toward the advertisement or if consumers need to be made aware of the responsibilities associated with such a role. Results from Study 2 suggest that merely bestowing a celebrity with the title of Creative Director is not sufficient to enhance attitudes, the duties performed by the celebrity Creative Director must be made explicit.     

The implications of the FTC's clear and conspicuous standards for the communication of credit card information to young consumers

College students are an important target market for credit card companies and are substantial users of this form of credit, even though they may not have the appropriate knowledge to make informed decisions regarding credit cards. Specific to financial services marketing, the focus of this study is to ascertain whether college-age students recall and understand disclosed information in credit card commercials. This study analyzes the effectiveness of three disclosure standards advocated by the Federal Trade Commission (FTC) which are intended to ensure that consumers (such as college students) are appropriately informed. Specifically, this study focuses on: (1) modality, (2) audience consideration and (3) distraction level present during the disclosure presentation. Tests of the impact of these standards on consumer recall and comprehension of disclosed information have been mixed and the extant research has failed to test all of the standards in combination. An important contribution that this research makes is the reconciliation of differences found in previous research, while revealing the effects that implementing multiple FTC standards has on college students’ recall and comprehension, perceptions of recall and comprehension, and attitudes and behavioral intentions.     

More Isn't Always Better: Exploring the Influence of Familiarity When Using Multiple Celebrity Endorsers

Marketers continually employ celebrity endorsers as a promotional tactic to enhance brand awareness and increase sales. Frequently, companies will use multiple celebrities to endorse the same product, but feature them individually across a series of concurrent advertisements. While this tactic is often used in practice, its effectiveness has not been thoroughly examined within the academic literature. Our research investigates the value of using multiple concurrent endorsers and the moderating role that celebrity familiarity has on attitudes toward the brand and purchase intentions. Results suggest that using multiple endorsers concurrently is not always the best approach.     

Determinants of tender offer post-acquisition financial performance

The present study extends previous research efforts and examines relationships between commonly discussed strategic acquisition factors and long-term financial performance measures of acquiring firms. The factors of interest include relative size, previous acquisition experience, organizational age, industry commonality, contested versus uncontested acquisitions, and percentage of stock acquired. The financial performance measures include both accounting and capital market data for the 4-year period preceding acquisition activity and the 4-year period following such activity. The study presents bivariate and multivariate analyses for 42 industrial manufacturing firms that engaged in the tender offer form of acquisition. The findings indicate that, on the average, post-acquisition financial performance improved significantly for organizations that had previous acquisition experience, acquired a higher percentage of a target, or were older. Post-acquisition performance decreased significantly for acquiring firms when target firms contested an acquisition.     

Supply network capacity planning for semiconductor manufacturing with uncertain demand and correlation in demand considerations

A semiconductor supply network involves many expensive steps, which have to be executed to serve global markets. The complexity of global capacity planning combined with the large capital expenditures to increase factory capacity makes it important to incorporate optimization methodologies for cost reduction and long-term planning. The typical view of a semiconductor supply network consists of layers for wafer fab, sort, assembly, test and demand centers. We present a two-stage stochastic integer-programming formulation to model a semiconductor supply network. The model makes strategic capacity decisions, (i.e., build factories or outsource) while accounting for the uncertainties in demand for multiple products. We use the model not only to analyze how variability in demand affects the make/buy decisions but also to investigate how the correlation between demands of different products affects these strategic decisions. Finally, we demonstrate the value of incorporating demand uncertainty into a decision-making scheme.     

Business communities in the European confectionery sector: A U.K.-Finland comparison

This paper is based on the early stages of an international collaborative project investigating the structural changes of the confectionery sectors in Finland and the U.K. over the past two decades. An institutional perspective is used to extend conventional understandings of industries via the development of the sector concept. The network and community constructs are shown to be important devices for understanding the institutional character of a sector. Accordingly, the paper reveals the similarities and differences between the two national examples. An explanation is offered of the way domestic networks persist in both countries while contrasting community profiles are apparent.     

How to make sure your donors read your publications

Voluntary organisations pour large chunks of their usually slender resources into producing publications in the hope that these will carry their many promotional messages to a variety of audiences, particularly donors and other supporters. The authors feel that little is known about how donors view and use these publications and whether or not their senders get good value for money. This paper presents an outline of findings from research recently commissioned by the authors into how donors read and use the publications and other printed communications sent to them by charities they support. The conclusion is that many charities could take simple actions to improve their publications, and some suggestions are made. From the authors' experience they supply guidelines charities can follow if they wish to change the way donors perceive, read, enjoy, remember and respond to the publications they send. Also included is a checklist for basic strategic planning so that any charity can ensure that tomorrow's donors will receive communications based not just on what the charity wants to send, but also on what the intended audience wants to receive.     

Risk measurement when shares are subject to infrequent trading: Comment

When securities are thinly traded OLS techniques yield biased beta estimates. Procedures for calculating consistent estimates are proposed by Scholes and Williams (1977) and by Dimson (1979). This comment examines both procedures and concludes that the Dimson procedure is incorrect and cannot generally be expected to yield consistent beta estimates. However, a variant of this procedure can yield results which are identical to Scholes and Williams' and is, therefore, correct.     

Safer Guildford

There has been an increasing trend in recent years for public agencies to work in partnership with each other and with commercial organizations, which has presented special managerial issues and problems. The Crime and Disorder Act 1998 gave the police and local authorities a statutory duty to work in partnership in order to promote and improve community safety. One such partnership is Safer Guildford, which was formed before the legislation came into force and which consequently already had a range of community safety initiatives in place. However, the partnership still had to comply with the new legislation and had to conduct an audit of crime and disorder in its area and publish a strategy for dealing with it. By examining the progress of Safer Guildford using a management perspective, a number of lessons can be drawn that will inform the future management of community safety partnerships.     

Strength in numbers or guilt by association? Intragroup effects of female chief executive announcements

We predict that the media reports on female CEOs as a coherent group, whereas male CEOs are treated as individuals by the media. We also suggest that the resulting investors' perceptions of group entitativity of female‐led firms may not only influence the succession event–performance relationship at the focal firm, but may also have a significant effect on the value of other female‐led companies. Results of a text analysis and an event study of appointments of female CEOs to Fortune 1000 firms provide support for these predictions. Copyright © 2013 John Wiley & Sons, Ltd.