Celebrity endorsement: a literature review

Article Abstract:

Extensive research has been undertaken into the use of celebrities to endorse a particular company and its products or services. This research indicates that the effectiveness of celebrity endorsers is moderated by a number of factors, including product-celebrity alignment and target receiver characteristics. Celebrity endorsement can be effective in distinguishing a company's products or services from those of its competitors, but research has produced mixed results regarding the choice of celebrity.

Bibliography, Endorsement advertising

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Stakeholders' contribution to the green new product development process

Article Abstract:

Marketing managers believe that some stakeholders have the potential to influence green new product development but they are failing to actually involve them through any formal means, according to the findings of recent research. Researchers surveyed 119 Australian marketers and six US marketers and found that they were not involving stakeholders with environmental interests in the development of new green products, despite the fact that research suggests co-operation would benefit the firm.

Product Development, Management, Environmental aspects, Environmental policy, Marketing executives

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Green marketing: multiplier for appropriate technology transfer?

Article Abstract:

Green marketing has a potentially important role to play in the achievement of global sustainable development. Government legislation and industrial self-regulation use mutually-agreed coercion to encourage the spread of appropriate technologies. Green marketing uses reward and reinforcement to achieve the same end. Both approaches have some impact but a strategy combining the two approaches has the potential to effect change more rapidly with the green marketing acting as a multiplier.

Usage, Evaluation, Appropriate technology

Similar abstracts:

• Abstracts: Green marketing: a theoretical perspective. Green marketing and green places: a taxonomy for the destination marketer

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