Brand endorsers can contribute to a brand's success or failure (in the case of endorser
transgressions). Recent advancements in technology have produced new, nonhuman …

Purpose In recent years, negative spokesperson incidents have raised significant concerns
in academia and industry. While several studies have addressed celebrity endorser …

This paper aims to perform a comprehensive analysis, mapping the main areas of the
endorser marketing literature of the last ten years and offering a classification of the subject …

Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more
benefits, more variety and also it'sa more powerful form of marketing. In general …

Purpose The purpose of this research is to examine how pre-scandal associations and
scandal types interactively influence consumer judgment and negative electronic word-of …

Purpose The purpose of this paper is to investigate the effects of a crisis situation in a sports
team on the credibility of their sponsor and how the sponsor's use of various crises response …

This research addresses how positive and negative publicity about athlete endorsers
influences motivational mechanisms (appetitive and aversive) underlying cognitive and …

Existing service marketing literature has shown the relationship between service quality,
satisfaction, and behavioural intentions among sport spectators; however, the media's …

Cancel culture, the practice of calling out individuals for a perceived moral wrongdoing and
attempting to remove their power or prominence presents unique challenges for both …

Grup Boyband yang sempat mengguncang dunia permusikan Bangtan Sonyeondan (BTS),
menjadi ketertarikan para pengusaha untuk melakukan promosi dengan menarik mereka …