The objectives of branding and marketing in the public sector can differ in nature from those in the private sector, to include an improved responsiveness to public needs, rather than an increase in customer numbers. In addition, the customer orientation (a disposition that will influence brand...

While consumers have always been fascinated by the works and private lives of celebrities, some consumers experience a significantly more intensive level of admiration for a particular celebrity and, subsequently, become what are commonly known as fans. However, scant attention has been paid to...

The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting results. Our aims are: to identify from these...