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Evaluating responses to celebrity endorsements using projective techniques

Tantiseneepong, Nisachon; Gorton, Matthew; White, John - In: Qualitative Market Research: An International Journal 15 (2012) 1, pp. 57-69

Purpose – The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers....

Persistent link: https://www.econbiz.de/10014987285

Evaluating resposes to celebrity endorsements using projective techniques

Tantiseneepong, Nisachon; Gorton, Matthew; White, John - In: Qualitative market research : an international journal 15 (2012) 1, pp. 57-69

Persistent link: https://www.econbiz.de/10009503726

Understanding consumer responses to retailers' cause related voucher schemes : evidence from the UK grocery sector

Gorton, Matthew; Angell, Robert; White, John; Tseng, Yu-shan - In: European journal of marketing : EJM 47 (2013) 11/12, pp. 1931-1953

Persistent link: https://www.econbiz.de/10010205953

Understanding fans' responses to the sponsor of a rival team

Angell, Robert J.; Gorton, Matthew; Bottomley, Paul; … - In: European Sport management quarterly : ESMQ 16 (2016) 2, pp. 190-213

Persistent link: https://www.econbiz.de/10011570965

Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships

Angell, Robert J.; Bottomley, Paul; Brečić, Ružica; … - In: European Sport management quarterly : ESMQ 21 (2021) 4, pp. 605-624

Persistent link: https://www.econbiz.de/10012623297

Consumers' willingness to pay for an animal welfare food label

Gorton, Matthew; Yeh, Ching-Hua; Chatzopoulou, Elena; … - In: Ecological economics : the transdisciplinary journal of … 209 (2023), pp. 1-12

Persistent link: https://www.econbiz.de/10014424293