Image-to-Image Transfer Makes Chaos to Order

2021 ◽  
Author(s):  
Sanbi Luo ◽  
Tao Guo
Keyword(s):  
Image Transfer

Antecedents of the attitude toward the athlete celebrities' human brand extensions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jakeun Koo
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Brand Extensions ◽  
Equation Modeling ◽  
Image Transfer ◽  
Content Type ◽  
Before And After ◽  
Research Findings ◽  
Survey Results ◽  
Human Brands

PurposeThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.Design/methodology/approachIn total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.FindingsThe survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.Originality/valueThe research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.

Image transfer between mega business event, hosting destination and country and its effects on exhibitors’ behavioral intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hongmei Zhang ◽  
Shanshan Liu ◽  
Billy Bai
Keyword(s):  
Attribution Theory ◽  
Behavioral Intention ◽  
Structural Equation ◽  
Explanatory Power ◽  
Destination Image ◽  
Equation Modeling ◽  
Country Image ◽  
Image Transfer ◽  
Content Type ◽  
Event Image

Purpose The primary purpose of this study is to investigate the image transfer and its effects on exhibitors’ behavioral intention. Specifically, the study attempted to examine the effect of mega business event image on destination and country image from exhibitors’ perspective and the effect of mega business event image on exhibitors’ behavioral intention toward the event. Design/methodology/approach The data for this study were collected through an on-site survey. Based on a sample of 393 respondents, structural equation modeling was used to test the proposed hypotheses. Findings The results showed that business event image has a stronger effect on country image than on destination image; event image has a significant effect on exhibitor’s behavioral intention toward the event directly and indirectly through the mediating role of country image; and country image has a significant influence on destination image. Practical implications The event organizer should improve the exhibitor’s perceptions of the event experience from providing a clear and attractive theme for the target audiences; exhibiting the products with the most cutting-edge technologies and offering various opportunities for forums and promotions; and planning and organizing the event in every detail carefully including the facilities, layout of booths, ambience and other related services. Originality/value The study expands the event type to business events, explores the image transfer process between event, destination and country and examines the effects of such image transfer on the exhibitors’ behavioral intention. The results confirm the explanatory power of image transfer theory. Attribution theory and halo effect are viewed as the mechanisms of image transfer.

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