焦作市名人文化旅游资源开发浅析

山水焦作拥有众多知名度较高的历史文化名人,名人旅游资源丰富。面对众多的历史文化名人,焦作应大力开发名人文化旅游资源,打造名人品牌,挖掘历史文化名人资料,开发建设焦作名人文化的物质载体,促进焦作旅游经济的进一步发展。     

Celebrity influences on consumer decision making: new insights and research directions

ABSTRACT

Throughout human history, people have expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps and provides an in-depth review of the psychological and social psychological perspectives which are relevant to the celebrity endorsement literature. The contributions of this paper consist of a detailed analysis of important types of consumer-celebrity relationships, key emotional drivers (e.g. envy and admiration) of celebrity influence and the development of an original conceptual model. The conceptual model pulls together the past research and identifies new research gaps, which synthesises different research perspectives and provides a sound theoretical basis guiding future researchers and marketing managers.     

名人代言广告的风险分析与规避

现代商业社会中,企业利用名人的知名度和号召力进行品牌推广和产品广告宣传的做法十分普遍。名人效果利用的好,能成为企业发展的助推器;同样,如果处理不好代言广告宣传活动中可能发生的风险,效果则会大打折扣,甚至有反效果。本文将结合实例,具体分析名人代言广告活动中存在的风险,以及风险的防范与规避。     

基于“新都市主义”的混合社区:城市郊区化的一个新思路

在中国诸多大中城市郊区化进程中,一个非常显著的现象是:高档和低档住宅的二元分立,从而破坏了人们居住空间的复合性及和谐性.造成这一现象的根本原因并非人们的"阶层"意识,而是城市郊区化的潜在思路:仅仅关照人们的居住,却没有关照人们的生活,人们的完整生活在郊区化过程中被割裂了.解决这一问题的出路是构建混合式社区,而其理论基础是新都市主义.     

When Bad Things Happen to the Endorsers of Good Products

We investigate how a firm's financial performance (as measured by stock returns) is influenced when celebrity endorsers become involved in undesirable events, i.e., events that have a deleterious effect on the spokespersons. We find that the stock market reaction to these events is negatively related to spokesperson blameworthiness. The lower (higher) the culpability, the higher (lower) the stock return. Interestingly, it is only those firms associated with spokespersons having high culpability that tend to experience losses in stock market value. In contrast, we find that events rated at or below the mean level of blameworthiness are associated with positive stock market returns.     

Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements

ABSTRACT

Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares the impact of different brand-celebrity associations on consumer perceptions of the celebrity's credibility and their responses to a new brand associated with that celebrity. The results reveal that, unlike more commercial brand associations, natural brand-celebrity associations can yield strong brand effects without eroding the celebrity's credibility. The findings are especially insightful given increasing numbers of natural brand-celebrity associations in social media.     

How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience,celebrity liking,and age

Extending previous research on celebrity endorsements, the study investigates whether the meaning of celebrities is transferred to endorsed brands and how transfer effects develop over time. Additionally, the moderating roles of brand experience, celebrity liking, and consumers’ age are investigated. The hypothesized effects are modeled using a propositional learning approach with an experimental repeated-measures design (panel data). Results confirm the assumed meaning transfer effect. In addition, the effects appear to be substantially stronger after about a week indicating some type of sleeper effect. Furthermore, the effects increase with increasing brand experience and celebrity liking. Adolescent consumers are not differently affected when compared to adults and controlled for the differing levels of brand experience. Results are discussed in light of propositional learning theory. Future areas of research are proposed.     

Be who you are and be proud: Brittney Griner,intersectional invisibility and digital possibilities for lesbian sporting celebrity

Abstract

This article examines current professional basketball player, Brittney Griner, and the ways in which her personal and athletic lives are represented on social media. In particular, her visibility and posts on her public Instagram account allow for a consideration of the digital possibilities for social change by lesbian sporting celebrities. This analysis interrogates these possibilities through a close reading of several Instagram posts regarding Griner’s romantic relationship with fellow basketball star, Glory Johnson. This article ultimately argues that Griner’s Instagram profile helps challenge the intersectional invisibility of Black lesbian sporting celebrities and discusses the implications of this visibility for similarly positioned LGB youth.     

‘ALL EYES ON ME’: The (In)Formal Barriers to Market Trade in Europe

Studies of marketplaces in the global North have often conceptualized markets as important public spaces of social encounter and conviviality where visitors, regardless of race, age, class or gender, feel they have an equal right to be. Yet comparatively little has been written about how inclusive European marketplaces are for the traders who (want to) work there. In this article we argue that the common conception of marketplaces as accessible to everyone, and as vehicles of socioeconomic mobility, is oversimplistic and romanticized. We draw on empirical data from marketplaces in four European countries to focus on the more or less informal ways in which markets are regulated by managers and traders themselves, and on the exclusionary and inclusionary effects of this process that may ultimately determine traders’ access to and success in these markets. This article not only challenges dominant conceptions of marketplaces as accessible and inclusive, but also addresses prevalent stereotypes about economic practices in the global North and assumptions about the ways in which these differ from practices in the global South.