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Commentary, Abstract - Coggle Diagram
Commentary
5.What future research does it identify?
Future research could be done to compare the affects that different types of celebrities have on the product’s image when their images are suddenly shifted.
Future research might examine another variable--if the consumer’s level of familiarity with the celebrity and/or product could potentially impact the studied relationship.
Further is needed to better understand how involvement impacts the studied relationship.
The article also suggests that there should be more research in the future to discuss how companies should deal with negative celebrity events.
1.How did you find this article?
I found this article in starplus by searching with the keywords "effect", "negative information" and "celebrity endorsement".
2.Why did you choose this one to present?
The reason why I chose this article to present is that it is highly related to the theme of my EW and has great reference value.
3.How did it help you with your extended writing?
For the negative information of celebrity endorsement and its impact on consumers, I only have a rough idea before reading the essay, but that is only my assumption and lacks evidence. This article can be used as 暗argument for supporting my view.
4.How does it fit in with other research in the same area?
The useful information I got from this essay includes the advantages and risks of celebrity endorsements, consumers' negative perception of celebrity endorsements, the negative effects of celebrities' negative news on brands, and the factors that should be paid attention to in selecting endorsers are consistent with the views of the articles I searched for reference. They used different examples and surveys to verify and draw consistent conclusions.
6.Key question: How does this article address the topic of your extended writing?
这篇文章是如何阐述你的扩展写作主题的？
Abstract
Design/methodology/approach
Data were collected by a survey of 247 college students.
A two-group, post-test-only, randomized experimental design was utilized to test the hypotheses.
Purpose
Findings
Research limitations/implications
Practical implications
Originality/value
Keywords
Paper type