Annotated Bibliography Example | Topics and Well Written Essays - 500 words - 7

Annotated Bibliography Example Barry’s article analyzes both arguments for and against the issue of gay marriage. The article aims is at providing a better understanding to the world before giving a summary of his opinion. Barry defines gay marriage as marriage between two people with the same gender identity. According to Barry (260), those in support of the gay marriage view the arrangement as marriage of equality. Proponents of gay marriage believe that this union should be of little concern to an individual as the case of heterosexual marriage. Therefore, gay couples should be allowed to celebrate their union in public just like normal couples. On the contrary, those opposed to gay marriage argue that, since time in memorial, marriage institution has always been defined as between two people of different sex. That is man and woman. In addition, marriage is about procreation and bringing up of the children within a family. According to Gale, Equal Marriage is dated back in 2001 when Joe and Kevin Bourassa married in Toronto Metropolitan Church. Thereafter, the two proceeded to court seeking the states recognition of their marriage right. This article provides an alternate point of view of gay marriage. According to Gale, the Ohio court instituted a right to same sex. Therefore, no state within U.S. should treat gay marriage as illegal. Despite the struggles in both political and legal field, we should know the world still discriminates the gay family. However, members of gay family have inner strength, resilience, and wisdom. These qualities help them develop unique ways in which they conduct their relationship. Nagle outlines his understanding on this hotly debated topic of gay marriages. As a rule of democracy, Nagle explains that every member of the society is entitled to his/her rights, expression, association, and opinions. He refers to the statement by the Prime- Minister who on his part hinted that gay marriage is not a matter of ‘if’ but

Global Warming Overvirew Research Paper Example | Topics and Well Written Essays - 1500 words

Global Warming Overvirew - Research Paper Example Global warming has been consistent according to the data recorded by temperature measuring instruments and which is consistent with other observations such as rise in the sea levels due to expansion of water when heated (Miller, 34). Melting of snow and ice, increased heat levels in oceans, increase in the levels of humidity and the appearance of spring season earlier than it ought to appear are other observable changes that point to global warming. Data estimates from the national climatic data centre and the world metrological organization (WMO) show that the warmest years ever recorded in the world are 2005 and 2010, with temperatures estimated to have increased by 0.52 degree Celsius and 0.53 degree Celsius respectively, while all the years since 1986 have had temperature above the 1961-1990 average.Temperatures in 1998, which was one of the warmest years to have ever been experienced can be attributed to the El Nià ±o-Southern Oscillation, which was the largest El Nià ±o that had been experienced for the past one century. In 2010 the trend was also the same with the high temperatures experienced in that year due to the El Nino in that year, however the temperatures reduced in 2011 since it was a La Nina year. These fluctuations in temperatures are sometimes covered by periods of relative stability such as the years between 2002 and 2009.The fluctuations in temperatures due to global warming differ widely across the planet and in different surfaces. Land surface warming twice as fast as the oceans. (0.25 degrees Celsius for land compared to 0.13 degrees Celsius for oceans). This difference in change of temperatures can be attributed to the fact that oceans have a higher effective heat capacity and they lose more heat through evaporation than land surface. The northern hemisphere experience higher temperatures than the southern hemisphere due to the meridional heat transfer in the ocean that is higher in the northern hemisphere, and the albedo difference i n the Polar Regions. Causes of global warming One of the major causes of global warming is the greenhouse gases through greenhouse effect, which is the process by which emission and absorption of infrared radiations by gases warm the earth’s lower atmosphere and surface. The naturally occurring greenhouse gases warm the earth by about 33 degrees Celsius and they include water vapour, which is responsible for 36-70% of greenhouse effect, carbon dioxide that is responsible for 9-26% of greenhouse effect, methane responsible for 4-9% of greenhouse effect and ozone, which cause 3-7% of the greenhouse effect. Human activities have increased the amount of greenhouse gases in the atmosphere, which has led to radioactive forcing of

On Orientalism Essay Example | Topics and Well Written Essays - 1250 words

On Orientalism - Essay Example Edward Said’s concept of Orientalism is divided into six sections and each of them is summarized below: The Repertory of Orientalism: According to Edward Said there exists an organized form of writing that permeate ‘a kind of repertory of images’ where the East has been depicted as â€Å"a kind of mysterious place full of secrets and monsters† (Said). Historians very often used to refer to â€Å"the Marvels of the East†. These representations have nothing to do with the actual reality. Thus, said argues that one can never find realistic representations of the Orient whether it is in painting, literature, music or in any other art forms. Similarly, the descriptions of the Arabs by experts in books spread the same images whether they are written in the nineteenth or twentieth century. Thus, it can be observed that there is a misconception that the Arabs and the people in the Middle East do not develop like the Westerners. These writings thus portray â€Å"a kind of image of the timeless Orient, as if the Orient, unlike the West, doesnt develop, it stays the s ame† (Said). One can clearly observe that these representations of the orient contradict themselves with history and can be understood as the mere creation of Europeans. Orientalism & Empire: For Said, Orientalism is constructed within ‘the history of imperial conquest’ and for him Napoleons conquest of Egypt in 1798 has paved the way for a ‘new kind of imperial and colonial conquest, that inaugurates the project of Orientalism† (Said). It can be seen that the imperialists who conquered colonies in the East recorded a so-called history of those nations designed for the Europeans rather for the native colonists. On the other hand, one cannot find a Western history that is pioneered or written by the orients. American Orientalism: Said here purports that the American experience of the Orient

Successful Negotiation for Salary Raise Case Study

Successful Negotiation for Salary Raise - Case Study Example It's a quiet convincing statement which refers to human nature where most of the times s/he inquires 'what's in it for me'' and is willing to get into details of the situation. The case presented here is about asking my manager for increasing my salary. It's been almost two years that I have been part of the same organization on the same pay scale; however my job role has changed multiple times, mostly increasing the job responsibilities. Such duration was viable enough to prove my value as being part of the organization and fight the case. In the current scenario, I had an upper hand as recently my coworker resigned, leaving his share of job responsibilities upon my shoulder. Earlier I was managing just a single product line but now another one has been added, making my job role tougher claiming double the time and efforts. I was the only resource my boss had left in retail function, having the set of expertise and experience as I had. If at this point in time I leave, my boss would be left with loads to handle all by himself. Hiring another resource was always an option but as per the regressive interviewing process, it would have taken minimum of three months for hiring adding another three months for trainings and blending in of the new resource. The key here was to present my significance to the organization, specifically to my manager making him believe that I deserve more then what I am getting right now based on my capability of committing to extra amount of work., whereas saving their cost which will be incurred over hiring of the new resource. This did require careful measures, such that I don't look too assertive, giving an impression of over-ambition, nor too timid showing desperation. I was demanding 40% increase over my current gross salary... Alternatives included bonus equivalent to two months of my gross salary, organization paying for my college tuition fees, and one week paid vacations to one of the countries. In return, I was willing to take almost half of the responsibilities of my coworker who resigned or take up additional assignment, distinct to my current job responsibilities. If all above had not worked out, I was willing to take the counter offer I had in hand, which may have been close to my demand if not exceeding it. However this implied starting from scratch in understanding the way of work, getting in the flow and most importantly proving myself once again to my new employer. For my current employer, doing so meant investing their valuable time and resources in hiring and training two resources. Another option was to deny taking additional responsibilities which eventually could have turned out to be the reason for losing my job. My employer could have either let go of me right at the spot or could have removed me till they get a replacement to keep the job running. It was definitely not a piece of cake getting the management team to agree for paying me additional amount. I gathered the Do(s) and Don't(s) needed to be taken care of before presenting my case. Negotiation Process - Do(s) In order to make the negotiation process successful, it was essential to go beyond my current working methods and exhibit my talent. Below are the steps I followed to achieve the outcome: Identify the objective Just like a solution cannot be achieved till the problem is identified, results cannot be attained till objectives are defined. To keep my manager's attention focused, first and the foremost thing I did was to figure out my objective and the desired

Personal statement media Essay Example | Topics and Well Written Essays - 250 words

Personal statement media - Essay Example The media today is a powerful tool in this age of communication and its magnanimity is appealing to me. The growth in the media in the past few years has been immense as there have been ventures in coverage of all sorts of events and stories from world news, local news, politics, sports, art, music, culture and generally anything of human interest (Thussu 2009, Pg. 22). It is an exciting time to join the media especially due to the changes and the innovation that is going on at the moment; I would like to be part of this industry and inject my ideas into it as well. I have an ambition to start my business in media later on in life and entry into media school is the first great step in starting that journey. By studying media in the university, I will learn the fundamentals of media as well as discover means of channelling my passion of music and poetry into the media. I hope to realize my dream and would appreciate you granting me the chance to study media in your

Managing Across Cultures Essay Example | Topics and Well Written Essays - 500 words - 5

Managing Across Cultures - Essay Example Preparation is the first step in the process of negotiation. According to Metcalf et al (2006), at this stage the parties involved in the negotiation get build some background to the negotiation. The individuals intending to enter into the negotiation try to get the necessary information that may be required to make the negotiation successful. Therefore, the individuals get to research and get to get enough understanding of what they are going to undergo. As part of their preparation the individuals try to analyze the appropriate methods of persuading the other party and how to bargain in the negotiation. Therefore, this can be influenced by some cultural aspects. Decision on the method of bargaining and how to communicate will depend on the cultures of the different individuals involved in the negotiation. This is the second stage in the process of negotiation. After preparing for the entire negotiation, individuals should take time to get to know each other before proceeding for the planned negotiation (Metcalf et al, 2006). Therefore, how the different individuals will get to interact and relate in different occasions will be affected by their cultures. For example, the attitudes towards each other may differ as they get to interact due to different cultural mind-sets or the general national attitude towards time from the different individuals. After the different parties or individuals have prepared enough and have gotten to build their relationship, the next step to the negotiation is coming to the real negotiation where both sides exchange information. The different sides present the information it has and states its position concerning the issue or matter of negotiation. At this stage then cultural aspects can have an impact or great influence on the mode of present or how the parties will respond to each other (Trompenaars and Hampden-Turne, 2012). For example, if the parties are French nationals they will prefer to present their views in a

Celebrity Endorser Influence Essay Example for Free

Celebrity Endorser Influence Essay Celebrity Endorser Influence on Attitude Toward Advertisements and Brands Bahram Ranjbarian Associate Professor of management, Department of Management The University of Isfahan, Isfahan, Iran E-mail: Bahram1 [emailprotected] Zahra Shekarchizade Master Student of Business Management, Department of Management University of Isfahan, Isfahan, Iran E-mail: [emailprotected] Zahra Momeni Master Student of Business Management, Department of Management University of Isfahan, Isfahan, Iran E-mail: [emailprotected] Abstract Purpose- This study aims to analyze the celebrity endorser influence on attitude toward advertisements and brands. Design/methodology/approach – A theoretical model is developed and tested with a sample of 193 students in University of Isfahan in 2009. Structural equation modeling was used with LISREL 8.50 and the maximum likelihood (ML) method. Findings – The findings show that attitude toward celebrity endorser can influence on attitude toward brand directly or indirectly. In indirectly approach, attitude toward advertisement is as a mediator between attitude toward celebrity endorser and attitude toward brand. On the other hand, attitude toward celebrity endorser has not significant effect on purchase intention. Originality/value – This paper provides a model connecting attitude toward celebrity endorser, attitude toward advertisement and attitude toward brand that has been examined and validated using a sample of students in University of Isfahan. Paper type- Research paper Keywords: Endorsement, Celebrities, Brand, Attitude, Advertisement Introduction Today one of the most prevalent forms of retail advertising is through using of celebrity endorsement (White et al, 2007). In fact celebrity endorsers are being used in about 25 percent of all television advertisements in order to promote brands (Erdogan et al, 2001).These endorsers are being paid by about 10 percent of advertisers budgets (Agrawal and Kamakura, 1995). Marketers invest huge amounts of money in contracts with celebrity endorsers each year, since they believe that celebrities affect the process of selling of their brands or products (Katyal, 2007). A celebrity endorser is a wellknown person (e.g., actors, sports figures and artists) because of his successes in a special field other than the endorsed product class (James, 2004). Celebrity endorsers are used by firms who want to 399 European Journal of Social Sciences – Volume 13, Number 3 (2010) support a product or service (Amos et al, 2008). Since presence of celebrity endorsers affects purchase decisions of consumers positively, producers and retailers have always preferred to use celebrity endorsements in order to sell their products (Stafford et al, 2003; Erdogan, 1999; Kamins, 1990). Kaikati (1987) believes that using of celebrities in advertisements could have many benefits and advantages including: 1) facilitating of brand identification 2) changing or impressing the negative attitude towards a brand 3) repositioning an existing brand 4) global marketing or positioning of a brand or product 5) affecting purchase intentions of consumers. Although using of celebrity endorsers as brand messengers is impressive, but it could have some risks. For instance, celebrities who are known to be guilty because of negative events (e.g., accident) may have harmful effects on the products that they endorse (Lou ie and Obermiller, 2002). Studies reveal that using of attractive celebrity causes to increase attitude towards advertisements. Such attitude towards advertisements is defined as mental states which are used by individuals to organize the way they perceive their environment and control the way they respond to it (Haghirian, 2004). There is a considerable correlation between desirable attitudes with regard to advertising and rating of certain advertisements by respondents as being likeable, irritating, delightful, etc (Bauer and Greyser, 1968). Celebrity endorsers enhance awareness of a companys advertising, create positive feelings towards brands and are perceived by consumers as more amusing (Solomon, 2002). Thus using of a celebrity in advertising causes to influence brand attitude and purchase intentions of consumers in a positive way. Celebrity endorsement has a strong effect on consumers memory and learning approach too. Most consumers are not in a purchasing situation when they are encounter with message of the brand. Marketers use celebrity endorsement in order to help better storage of information in consumers minds which they can easily remember in purchasing situations (Schultz and Brens, 1995). However, there are many studies about celebrity endorser, but it seems that there are limited researches about the relationship between celebrity endorser and attitudes. The purpose of this study is to specify the impact of using celebrity endorsers in Iranian advertisements on attitudes of students in University of Isfahan toward those ads and brands. Literature Review Some properties such as likeability, expertise, trustworthiness and similarity cause a celebrity endorser to become a source of persuasive information and this creates a sense of certainty which has been revealed in many studies (Suranaa, 2008). Also physical attractiveness of the endorser is considerable in effectiveness of a message (Khatri, 2006). Acceptance of a message by a receiver could be influenced by celebrity endorsers as believable sources of information about a product or a firm (Amos et al, 2008). Using of celebrity endorsers to support products is explained by balance theory principles too. According to this theory, successful companies establish an emotional relation between the observer and endorser and a relation between endorser and brand too (Mowen, 2000). Before proceeding conceptual model, we describe the main constructs of this study. Celebrity Endorser McCracken (1998) has defined celebrity endorser as any individual who enjoys public cognition and who uses this cognition on behalf of a consumer by appearing wit in an advertisement. Moreover, celebrity is used as testimonial, endorsement, actor or spokesperson by the firm. Research has demonstrated that celebrity endorsement affects consumers feelings in general and it could affect the attitude of consumers towards the advertisement and brands too. This could result in enhancing of purchase intentions and as a result enhancing of sales. Some properties like credibility, physical attractiveness and likeability of celebrity endorser influence the ability of one person to impact other person (Amos et al, 2008). Source credibility is referred to identifying of communicators positive properties which influences acceptance of a message by the receiver (Ohanian, 1990). This consists of two main dimensions of expertise and 400 European Journal of Social Sciences – Volume 13, Number 3 (2010) trustworthiness. Source expertise refers to the degree which a communicator is perceived to be a source of valid assertion (Roozen, 2008). Source trustworthiness refers to faithfulness and reliability of the spokesperson (Khatri, 2006). Source attractiveness is the personality, likeability and similarity of endorsers to the receiver, thus to the perceived social values of the source (Solomon, 2002). Physical attractiveness of the source include being attractive, beautiful, elegant and charming. According to the studies in this ground, expertise dimension is more significant than physical attractiveness for matching of a brand with a suitable endorser (Brian and Michael, 1998). Likeability is referred to the positive or negative feelings that consumers have towards a source of information. We can define likeability as affection for the source because of its physical appearance and behavior (Erdogan, 1999). Though some research results reveal effectiveness of celebrities as endorsers (Freiden, 1984), but other researches suggest that celebrity endorsement may have different degrees of effectiveness depending on other factors like the fit between the celebrity and the advertised product (Till and Shimp, 1998). Celebrity Endorsers Effect on Aad and Ao Marketers are especially interested in consumers attitudes towards advertisements and brands. Essentially, attitudes are our predispositions with regard to things. An attitude shows whether we like something or not. Attitudes have three basic components: affective, cognitive and behavioral. Affective is related to our liking or feelings about an object. Cognitive is referred to beliefs about an object and behavioral component regards actions we take about that object (Severin and Tankard, 2001). Attitude towards advertisement is defined as a learned tendency to respond in a consistently desirable or undesirable approach toward advertising in general (Haghirian, 2004). On the other side, attitude towards the advertisement (Aad) is whether the consumer likes an advertisement (Ad) or hates it. Determinants of Aad consist of attitude towards the advertiser, assessment of the Ad execution itself, the mood evoked by Ad, and the extent to which the Ad affect viewers encouragement. Assessment of brands could be influenced by attitudes towards Ads. Of course what causes an advertisement to be impressive will change noticeably cross-culturally (Arnold et al, 2004). In performed studies, Aad is focused on as a mediator of advertisers effects on brand attitudes and purchase intentions (Suhere and Ispir, 2009). In recent studies, this issue has been proved that using of celebrity endorsement has a positive impact on attitudes of the consumer towards products and brands with which they are associated brand (Seno and Lukas, 2005). Agarwal and Malhotra (2005) have defined brand attitude as consumers general evaluative judgment of a brand based on brand beliefs. Such beliefs concern product-related attributes, like practical and experimental benefits. A successful endorser is able to enhance intentions and preferences towards brands directly or indirectly. An endorser who has major source factors of credibility (like expertise, trustworthiness and effectiveness) is able to impress purchase intentions of the consumer considerably (Liu et al, 2007). Information from a credible source can impress ideas, attitudes and behavior through a process called internalization (Belch and Belch, 1993). Internalization occurs when the receiver is motivated to have an issue. The receiver learns and accepts the idea of the credible spokesperson, since he supposes that information of this person represents an accurate position on the issue. Therefore, if such spokesperson who is known to be an expert endorses a product, consumers will more probably have a desirable idea about that advertisement and brand and they will consider it in their shopping list the next time they go shopping. Researchers have used the identification process of social influence in order to explain the effectiveness of celebrity endorsers (Basil, 1996). This theory suggests that if an individual identifies with another individual, then he is more likely to accept an attitude or behavior of that individual or a group. The internalization process of social influence is occurred when an individual accepts influence because the induced behavior is congruent with his value system†. An individual accepts the influence, since it provides a solution to a problem (Daneshvary and Schwer, 2000). In the elaboration likelihood model (ELM), individuals level of motivation to process central message arguments is represented which is one of its key factors that affects the relative impact of 401 European Journal of Social Sciences – Volume 13, Number 3 (2010) central and peripheral processing (Petty and Cacioppo, 1986). When applied to an adverting context, ELM suggests that consumers motivation to centrally process brand-relevant aspects of an advertisement is enhanced, the impact of central processing on brand attitudes should be enhanced, the effect of peripheral processing on brand attitudes should be reduced and the effect of brand attitudes on purchase intentions should be enhanced (Lafferty and Goldsmith, 1999). In this theoretical model, the endorser serves as cue just during peripheral processing. Therefore, the effect of the endorser should be reduced while central processing is enhanced. Mackenzie and Lutz (1989) have stated that advertiser credibility is a central processing cue more than any other thing. Credibility of the source is considered important in influence acceptance. A consumer will accept the accurate influence (information) and apply it if t here the source is perceived to be credible. It is accepted because it is demand by ones own values. Therefore, a products endorsement by a credible source may impress purchase behavior (Danwshvary and Schwer, 2000). As a result, celebrity endorsement can increase the process of recalling and consume assessment of products (Khatri, 2006). On the other hand, celebrity endorsement has a severe effect on learning approach and memory. Researchers in the field of marketing and social psychology have studied the manner of impressing of purchase decision by celebrity endorsements. Various hypotheses have been proposed including having recall of the product by celebrity endorsement, celebrities have credibility on expertise that makes the product more desirable or increases perceptions of quality; the celebrity endorsers image is transferred to the product so that those who use the product are associated with the image. Experiments suggest that celebrity endorsement can increase recall and consume assessment of the products in certain situations (Clark and Horstman, 2003). Most of the times, making connection with the brand message is occurred when consumers are not in a purchasing situation. Marketers use celebrity endorsement so that information will be kept in consumers minds better and in the case of purchasing situation, they can easily retrieve it (Surana, 2008). A successful endorser strategy can enhance the level of consumers recalling towards product information, reinforces consumers recognition to endorsed brands, positively influences consumers attitude to low-involved products and even enhance consumers purchase intention and preference towards brands (Liu et al, 2007) Therefore, hypothesizes of the study are as follows. H1: Attitude toward ad is positively affected by attitude toward celebrity endorser. H2: Attitude toward brand is positively affected by attitude toward celebrity endorser H3: Attitude toward brand is positively affected by attitude toward advertisement. H4: Intention to buy is positively affected by attitude toward celebrity endorser Method Data Collection Information was obtained from randomly selected students from University of Isfahan through survey questionnaires during September- November 2009. University of Isfahan is one of the major universities in the fields of science, human science and engineering. A total sample of 193 participants was obtained. The sample was composed of 137 women (71 percent) and 56 men (21 percent). A cluster sampling procedure with age and degree as main control variables was applied. The age of the respondents ranged from 19 to 30 years, with a mean of 24. All questionnaires were self-administered by the participants without interference from researchers. Measures The study uses multi-item scales to measure the constructs in our model. All items in the questionnaire were measured on a five-point Likert-type scale anchored from â€Å"strongly disagree† (1) to â€Å"strongly agree† (5). Some of the measures were available in the literature, though most were adapted to suit this European Journal of Social Sciences – Volume 13, Number 3 (2010) particular context. To measure attitude toward celebrity endorser we used ten items. Attitude toward advertisement and attitude toward brand were measured with six items and five items, respectively. In order to measure reliability of questions in the questionnaire, 30 questionnaires have been pre-tested through pilot studies. Then, amount of confidence coefficient has been calculated by method of Cronbachs alpha for which 0.83 % is obtained. This number shows that the applied questionnaire enjoys confidentiality or in other words the necessary reliability. Results Measurement Model Measurement model Structural equation modeling with LISREL 8.54 and the maximum likelihood (ML) method was used to analyse the data.. LISREL is a structural equations modeling technique that traces structural relations in a set of data (Eriksson et al, 2004). Structural equation modelling was used because it allows to estimate multiple and interrelated dependence relationships and unobserved factors can be represented in these relationships. Additionally, measurement error in the estimation process is accounted for (Hair et al., 1998). The model is assessed with the comparative fit index (CFI), standardised root meanresidual (SRMR), root mean square error of approximation (RMSEA), and Akaike’s (1987) information criterion (AIC). The measurement model provided a good fit to the data: (CFI = 0:98, SRMR=0.058, RMSEA = 0.015 and AIC =396.22). All values of CFI, SRMR, and RMSEA meet the standards suggested by Hu and Bentler (1999): 0.95 for CFI, 0.08 for SRMR, and 0.06 for RMSEA.There are no Guidelines for the AIC but lower values indicate better fit. The fit of the structural model is good and is reported in Table I. In the following we will test our hypotheses and consequently report the standardised path coefficients. As shown in Table I, three of hypotheses are empirically supported and one of them is not confirmed. The effect of attitude toward celebrity endorser on attitude toward advertisement is significant (standardised path coefficient = 0:49). This shows that the higher the attitude toward endorser, the more the attitude toward advertisement. Attitude toward celebrity endorser also have significant effect on attitude toward brand (standardised path coefficient= 0.24), but this effect is comparatively weaker than its effect on attitude toward advertisement. On the other hand, the effect of attitude toward advertisement on attitude toward brand is significant (standardised path coefficient = 0:56). This clearly shows that attitude toward advertisement has the highest standardized path coefficient and therefore has the strongest influence on attitude toward brand. The results show that the effects of attitude celebrity endorser on Purchase intention is not significant (standardised path coefficient = 0.11). This means that attitud toward celebrities, does not necessarily always translates into purchase intentions. Discussion The purpose of this study is to examine the relationship among attitude toward celebrity endorser and attitude toward advertisement and brand. Effects of a celebrity endorser on respondents assessments about advertisements and products endorsed by celebrities have been studied previously. There are some interesting findings for using of celebrity endorsers in Iranian advertisements. Attitude towards a celebrity endorser has a direct positive effect on attitude towards advertisement. Attitude towards advertisement has important effects on attitude towards brands, too and its effect is comparatively stronger than the effect of celebrity endorser. But the effect of attitude toward celebrity endorser on purchase intention is not considerable. Results of this study demonstrate that attitude towards celebrity endorser has an indirect effect on attitude towards brand. This result confirms outcomes of the previous research by Agarwal and Kamakura (1995), Till and Busler (1998), and White et al (2008). When there is a fit between the   European Journal of Social Sciences – Volume 13, Number 3 (2010) endorser and the endorsed product, endorsers image helps construct the image of the brand in consumers minds. In fact, using of an attractive endorser has a positive impact on consumer attitudes towards a brand, because attractive endorsers have a tendency to get more attention than less attractive ones. On the other hand, experience of celebritys negative information can have an undesirable effect on the endorsed product. Transfer of negative information between the celebrity endorser and the endorsed product could be facilitated through cognitive relational pathway. We have considered social position of artists because people have more positive attitude towards artists. So, they distribute attitude towards artists to attitude towards endorsed brand. The association between attitude towards celebrity endorser and attitude towards advertisement has been shown in numerous studies, as the relationship between sports celebrity endorsements and retail products adverting are reported (White et al, 2008) and sports celebrity endorsements are being used in advertisements to impress brand selection. It is recognized in one study that attitude towards advertisement is considered as an interagent that influences attitude towards brand (Suhere and Ispir, 2009). Results of our study reveal that attitude towards advertisement is as an interagent between attitude towards celebrity and attitude towards brand. In our opinion, Iranians are interested in artists and know them as credible sources. So, ads makers use artists as celebrity to impress viewers attitudes towards advertisement and thereupon attitude towards brand. According to previous studies about the effect of the celebrity endorser on purchase intentions, such as Kamins (1990), Ohanian (1991), Liu et al (2007), we expected that positive attitude towards celebrities impressed purchase intentions. But results of this study confirm research outcomes of OMahony and Meenaghan (1997). According to this study, attitude towards celebrities does not necessarily always interpret in to purchase intentions. It seems that Iranians consumer tendency for buying is influenced by other various items such as age, gender, income and education too. Limitation This study has some limitations. The primary limitation of the present research relates to generalizability. The sample was restricted to students in University of Isfahan and this limits our results to be generalized, too. Another relevant consideration is that numerous girl students in university of Isfahan are more than its boy students. Also, this study relied exclusively on questionnaires to assess influence attitude toward celebrity endorser on attitude toward advertisements and brands, whereas this relationships need to be more investigated. On the other hand, this paper could not estimate effect of attitude toward celebrity endorser on purchase intention. In addition, our results are relational and not causal; therefore, it can not be concluded from this study whether attitude toward advertisement and brand is only cause or result of attitude toward celebrity endorser. Conclusion In this study the goal was to indicate the influence of using celebrity endorsers in Iranian advertisements on attitudes of students in University of Isfahan toward those advertisements and brands. The result of this study showed that the positive and significant relationship between attitude toward celebrity endorser and attitude toward advertisements and brands. By analyzing the output resulting from testing hypotheses, it can be concluded that attitude toward celebrity endorser has directly or indirectly influence on attitude toward brand. Consequences suggested that attitude toward advertisement was as a mediator between attitude toward celebrity endorser and attitude toward brand. On the other hand, attitude toward celebrity endorser hadn’t significant influence on purchase intention. So, future researches should put more effort into making strong believable explanations for how celebrity endorsers are able to have significant influence on consumer intention for purchase. References [1] [2] Agrawal, J. and Kamakura, W.A. 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