This article introduces the celebrity capital life cycle as a structuring framework for the
literature on celebrity endorsement. This framework comprises four stages: acquisition, …

Overall, SERVQUAL and SERVPERF are equally valid predictors of OSQ. Adapting the
SERVQUAL scale to the measurement context improves its predictive validity; conversely, the …

This study combines meta-analysis with structural equation modeling to examine the impact
of service quality (SQ) on customer satisfaction (CS), attitudinal loyalty (AL), and purchase …

The importance of market-driving strategies as an alternative to market-driven strategies is
evident in the marketing literature (eg, Jaworski, Kohli, and Sahay 2000; Kumar, Scheer, and …

Using a human associative memory (HAM) framework, the authors assessed the influence
of single and multiple sponsorship arrangements on consumers' attitudes and purchase …

This experimental study examined what is the optimal decision for a company whose brand
is endorsed by a celebrity immersed in a scandal (revoking versus continuing the …

Purpose – The objective of this article is to explore the general idea that there is a limit to
the extent to which consumers make goodwill assumptions when sponsorship is used in …

Market orientation has emerged as a significant antecedent of performance and is presumed
to contribute to long-term success. To investigate the impact of this predictor, a meta-…

… Associate Professor François A. Carrillat is the corresponding author and can be contacted
at: francois.carrillat@hec.ca … Part of this research was completed when François A. …

The purpose of this study was to examine the equivalence of self-reports and managerial
ratings of salesperson job performance. A meta-analysis showed that the two measures …