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Sami Alsmadi
Yarmouk University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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The Power of Celebrity Endorsement in Brand Choice Behavior: An Empirical Study of Consumer Attitudes in Jordan Sami Alsmadi
Journal of Accounting, Business and Management (JABM) Vol 13 No 1 (2006): October
Publisher : STIE Malangkucecwara

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The main purpose of this study is to explore consumer attitudes towards the role of celebrity endorsement in television advertising in Jordan, and provide guidance to advertising makers and specialists to improve the effectiveness of celebrity-based television advertising. The study was based on an empirical research approach, which used a convenience sample of 450 students, drawn from Yarmouk University campus. The data was analyzed by various statistical techniques, such as Frequency analysis, Descriptive analysis, One Sample t-Test, and One-Way ANOVA. The main findings showed that Jordanian respondents were generally interested in celebrity endorsement in advertising, as the majority recognized its overall attractiveness, though did not find it convincing enough in terms of brand choice behavior. The study suggested to reconsider the way celebrities were projected in advertising, or even chosen, within the context of the Jordanian culture. The study urged further research to explore this issue in greater depth in Jordan. The study made several other recommendations in the light of the findings
Marketing Research and Social Responsibility: Ethical Obligations toward the Society Sami Alsmadi
Journal of Accounting, Business and Management (JABM) Vol 17 No 1 (2010): April
Publisher : STIE Malangkucecwara

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The objective of this article is to examine ethical behavior of marketing researchers and social responsibility, focusing on researchers moral responsibilities toward the society. The article looks at social responsibility from several perspectives (for example, Windsor, 2006, Kerin et al, 2009, Porter and Kramer, 2006). The analysis highlights the interaction between research suppliers and sponsoring clients (users of business research) in most marketing research, focusing on researchers ethical obligations in view of the various demands and pressures exerted by some sponsoring clients. The conclusions emphasize the importance of ethical integrity and social responsibility of researchers and stress the need to improve ethical standards relating to corporate social responsibility in marketing research. Relevant legal and regulatory issues are also considered in the context of ethical research.
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