网红经济视阈下黑色旅游发展新路径——以汶川地震遗址为例

随着全民网络时代的到来,网红经济成为新的增长契机,网络上涌现大批网红城市、景点,这为城市、景点的大发展提供新的机遇.由于目前无相关方面的分析,故如何借助网红效应发展黑色旅游成为新的研究点.以汶川地震遗址为例,采用PEST-SWOT模型,对地震旅游业目前的政治、经济、社会、技术4个方面的内外部优势、劣势、机遇、挑战进行复合矩阵分析.分析认为,汶川应重视地震旅游发展机遇,加大宣传力度,树立特色旅游新形象,文化与网红经济相结合,创造地震旅游新发展.     

Gender and Celebrity Scandals: A Cross-Cultural Examination on Celebrity Endorsement

Abstract

This research examines the effects of consumers’ culture and celebrity’s gender role on source credibility and attitude toward brand. Using culture difference theory (individualism and Confucianism) helps to explain why sex scandals can result in a greater negative impact on the response of Chinese customers than US customers. Finally, we provide a celebrity-select suggestion to mitigate the negative damage brought by the endorser’s sex scandal. Specifically, we conducted experiments by using a 2 (sex scandal vs. tax evasion) x2 (Confucianism vs. individualism) x3 (celebrity gender: male vs. female vs. transgender) between-subjects design.     

Editorial

The author looks at the weak performance of Marketing in the UK over the past 30 years from a practitioners viewpoint. Four recipes for marketing disaster are identified: “thrust marketing, marketing department marketing, accountant's marketing and formula marketing”. The author concludes that marketing performance will improve when practitioners learn to recognise more easily areas of false marketing and theorists are able to define more clearly what marketing actually is.     

Celebrity Endorsements in U.S. and Thai Magazines: A Content Analysis Comparative Assessment

SUMMARY

Celebrity endorsements have become a prevalent form of advertising. Hence, the purpose of the study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and 2 popular magazines in Thailand were used. Results indicated that U.S. advertisements of beauty, dietary and health services, hospitals, and weight loss clinics categories utilized celebrity endorsements more often than other categories. In Thai advertisements, supplementary foods and medicines used celebrity endorsers more often than other categories. Results further support that a significant relationship exits between celebrity endorsers and product types.     

Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement

Practitioners’ perspectives have been neglected to some extent. Research on practitioners’ perspectives is important because it will provide valuable information, especially on how theories have been reflected in practice. The study investigates Korean advertising practitioners’ perspectives on celebrity endorsement in advertising campaigns. By comparing the perspective between advertising practitioners and that from their counterparts on the client side, this study may provide insights into their respective roles in advertising campaigns. This study finding suggests that Korean advertising practitioners consider a celebrity's likeability as the most important criterion when selecting a celebrity endorser. The most important reason why they employ a celebrity endorser is that celebrity endorsement helps generate awareness of the brand. In addition, concerns over celebrity endorsement as well as limitations and suggestions for future research have been discussed.     

Are They Celebrity Followers? Examining the Third-Person Perception of Celebrity-Endorsed Advertising

This study explored how consumers' presumed influences mediated the impacts of source credibility and advertising skepticism on purchase intention in the context of celebrity-endorsed advertising (CEA). A national media consumer panel (N = 445) indicated the third-person perception (TPP) were positively correlated to celebrity expertise and attractiveness, but negatively influenced by advertising skepticism. Moreover, three celebrity credibility variables and advertising skepticism yielded direct effects on purchase intention. Indirect effects by the TPP were also generated on purchase intention. The TPP would mediate the impacts of celebrity credibility and advertising skepticism on purchase intention in response to various desirable/undesirable endorsers. Moreover, the TPP would decrease the impact of celebrity credibility, but increase the impact of advertising skepticism on purchase intention, indicating that the third persons' attitudes toward CEA may become a key reference in consumers' purchase intention processes.     

Ethnic influences on attractiveness and trustworthiness perceptions of celebrity endorsers

This research examines how the commonality or difference in ethnicity between consumer and celebrity endorser affects the attractiveness and trustworthiness consumers ascribe to recognizable brand spokespersons. Three studies reveal two potential routes through which such effects arise. When the message was limited to simple endorser identification or when priming focused the consumer’s processing on his or her own felt ethnicity, common ethnicity facilitated favourable perceptions across both attractiveness and trustworthiness. In a more complete ad-processing environment, without specific priming of the consumer’s personal ethnic identification, more complex and variable attractiveness and trustworthiness judgments arose.     

The impact of death on consumer responses to celebrity endorser misbehavior

A well‐established stream of research on celebrity misbehavior suggests that negative information may have an adverse effect on an endorsed brand because of its association with a celebrity considered as blameworthy. However, the present research calls into question the generalizability of these results to fatal misbehaviors (i.e., misbehaviors that lead to the celebrity's death). Indeed, after death, a celebrity may gain spiritual meanings, and consumers may find it more difficult to blame a sacred individual. As such, the current article investigates the impact of a celebrity's death on blame attribution and consumer attitudes in the context of celebrity endorser misbehavior. The results of three experiments uncover that death favors a partial blame attribution transfer from the celebrity endorser to the brand, but only when the misbehavior implies a product related to the brand. In addition, the findings reveal a positive effect of death through celebrity sacredness on brand attitude.     

Making a market for male dairy calves: alternative and mainstream relationality

ABSTRACT

The article uses actor network theory and the field of market studies to take a processual and relational approach to the alternative/mainstream food duality. Questions about how food systems or products make claim to be of the alternative or mainstream, and to what consequence, underpin the study. Analysis traces the making and shaping of two market versions for male dairy calves, a by-product of the dairy industry, often treated as ‘waste’ in the UK. Analysis focuses on the assemblage of actors, the breaking of matters of fact and shaping and communication of concerns, and at actions. Contrary to many approaches to the alternative, focus is paid to overlap between systems, knowledge and actors and simultaneous development of two products. From this, the ethicality of the mainstream, the continued duality and its consequences are discussed. Beyond seeing mainstream/alternative as co-constituted constructs, the two are symbiotic, mutually supportive and implicated in the circuit of culinary capital.