The effectiveness of celebrity endorsement in aspiring new celebrities

Purpose Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity. Design/methodology/approach Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity. Findings The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career. Originality/value This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. In addition, by developing its own image and reputation, the aspiring new celebrity receives less influence from the endorser.

Study on the Preparation and Mechanical Properties of Polystyrene/Y2O3 Composites

Rare earth yttria (Y2O3) reinforced polystyrene composites were prepared by melt blending process. Mechanical properties, wear resistance of the PS/Y2O3 composites were characterized in contrast to neat PS. The improvement of the mechanical properties and wear resistance was attributed to the reinforcing effect of Y2O3 powder. Well distribution of Y2O3 powder in the PS matrix and good interfacial bonding were achieved by pretreated of Y2O3 using titanate coupling and dispersant followed by calcinations process. Results indicated that both of the Y2O3 powder pretreatment process and melt blending process have significant effects on the composite properties. When the Y2O3 content were 2.8wt%, the modify effect to PS was optimal. When the Y2O3 calcined at 900°C was used, the impact of the composites were best, other performance improvements have also been good. When the Y2O3 content of 1.4wt%, the wear resistance of the composites were best.