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Journal of Hotel and Business Management

Journal of Hotel and Business Management
Open Access

ISSN: 2169-0286

+44 1250400002

Joseph Chang W

Joseph Chang W
Manchester Business School,
Darmouth, England
United Kingdom

Publications
  • Research Article
    The Impacts of Moral Character in Celebrity Endorsement
    Author(s): Joseph Chang WJoseph Chang W

    This research consists of two experimental studies investigating the dominance of moral character on athlete endorser perception and the influence of perceiver characteristics on tarnished athlete endorser perception and brand evaluations. Perceiver characteristics are discussed from the perspectives of dispositional tendency, innate moral intuitions and self-location. The first study compared the dominance of moral character and warmth on endorser perception. The second study examined the impact of perceiver characteristics on tarnished athlete endorsers and brand evaluations. The findings reveal that moral character is more influential than warmth on endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished endorsers with coldness character on brand evaluations. Innate moral intuitions and self-location moderate brand evalu.. Read More»
    DOI: 10.4172/2169-0286.1000163

    Abstract PDF

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