How to choose the endorser: An experimental analysis on the effects of fit and notoriety

The present study is focused on the endorser topic following two different paths: firstly, proposing an extension of the theoretical match-up model, enlarge it through two other potential types of consistency: the typicality fit and the imagery fit. Secondly, the present study aims verifies the applicability of the same framework to the emerging situation with a brand linked to a not well-known endorser (internal as the founder or external as a web influencer). An experimental 3*2 (fit typology*high/low notoriety) between subject analysis was conducted in the food service domain. It showed some interesting considerations.From a theoretical point of view, the first relevant finding is that endorsement might be assimilated to a co-branding strategy, confirming the match-up model as an effective theoretical framework in this domain as well, with significant differences among the three fit typologies investigated. The typicality fit reveals to be the less effective in increasing attitude and other behavioural effects on consumers in spite of the large adoption of this kind of fit by companies. Instead, the imagery fit, seems to be the most impactful in terms of positive word of mouth activation and viral communication activities, at the same level at the categorical one. Moreover, the categorical fit induces the wider range of positive effect on the dependent variables (attitudes, willingness to pay and willingness to buy). Another interesting contribution is that the presence of an appropriate fit (in particular the categorical one) is able to compensate the absence of endorser notoriety and, on the average, the usage of a very popular endorser from the same domain of the brand is not necessary more effective in comparison with a not well-known endorser form the same domain. This result is the peak of the present research from a managerial point of view, as it leads to consider the opportunity to support the emerging practices by which companies turn to not well-known people (disclosing the founder, or presenting some workers, or adopting a common consumer as an influencer). The endorser not well-known, but presented with an adequate story-telling might be the best choice: less onerous and more effective than a big unrelated celebrity

Astrophysics with the Laser Interferometer Space Antenna

The Laser Interferometer Space Antenna (LISA) will be a transformative experiment for gravitational wave astronomy, and, as such, it will offer unique opportunities to address many key astrophysical questions in a completely novel way. The synergy with ground-based and space-born instruments in the electromagnetic domain, by enabling multi-messenger observations, will add further to the discovery potential of LISA. The next decade is crucial to prepare the astrophysical community for LISA’s first observations. This review outlines the extensive landscape of astrophysical theory, numerical simulations, and astronomical observations that are instrumental for modeling and interpreting the upcoming LISA datastream. To this aim, the current knowledge in three main source classes for LISA is reviewed; ultra-compact stellar-mass binaries, massive black hole binaries, and extreme or interme-diate mass ratio inspirals. The relevant astrophysical processes and the established modeling techniques are summarized. Likewise, open issues and gaps in our understanding of these sources are highlighted, along with an indication of how LISA could help making progress in the different areas. New research avenues that LISA itself, or its joint exploitation with upcoming studies in the electromagnetic domain, will enable, are also illustrated. Improvements in modeling and analysis approaches, such as the combination of numerical simulations and modern data science techniques, are discussed. This review is intended to be a starting point for using LISA as a new discovery tool for understanding our Universe

Consumer guilt and cause related marketing: How charity could facilitate hedonic purchase intention

Scholars suggested that sense of guilt affects people’s shopping behaviour. This research examines how the presence of a CRM strategy linked to the purchase of an hedonic product may be considered as a valid justification to reduce consumer guilt and improve the intention to buy. The study consists of an experimental 2 (CRM vs no CRM) x 2 (hedonic vs. utilitarian) with the last factor within subjects design. Results propose a significant model that shows the mediation role played by the reduction of the sense of guilt on CRM capability to improve hedonic purchase intention

How the sender’s positioning and the target’s CSR record influence the effectiveness of scapegoating crisis communications

Past research on scapegoating argues that this crisis communication strategy is often ineffective because it can be perceived as an unfair attempt at shifting blame. In contrast, a few studies have shown that scapegoating can be effective by increasing the perceived ethicality of the sender relative to the target that is presented as responsible for wrongdoing. Reconciling these inconsistent findings, we show that the relative effectiveness of scapegoating depends on the perceptions of the sender and of the target. Our findings show that both the positioning of the sender as an underdog or a top dog and the positive or negative CSR record of the target contribute to explaining the effectiveness of scapegoating. Following a crisis, scapegoating appears to be most effective when the sender is an underdog and the target has a negative CSR record. The effectiveness of scapegoating for an underdog is however reduced when the target has a positive CSR record. At the opposite end, scapegoating might backfire when the sender is a top dog that attacks a target with a positive CSR record. Finally, when a top dog attacks a target with a negative CSR record, scapegoating reduces negative word of mouth even though this effect does not appear to be mediated by perceived ethicality. The study contributes to research on scapegoating communications and on the consequences of an underdog positioning and a positive CSR record for companies trying to manage the negative fallout from an ethical crisis

Brand architecture change: When the corporate brand steps out of the shadow

Brand architecture is usually described as a static picture. Several big companies recently change their brand architecture: from a house of brand to a sort of branded house. The present research investigates corporate CBBE when the corporate unveils its presence behind already well-known single product brands. An experimental design conducted within a sample of 374 Italian consumers on real-existing brands shows that the number of brands and the variety of product category affect consumer perceived corporate CBBE through the mediation of brand portfolio consistency (fit). Results validate a moderated mediation model that suggests relevant implications for brand portfolio management