...Chapter 2 The Effect of Athlete Endorsers on Consumer Purchase Decision of Teenagers for Non–Sporty Products Chua-Lao, Peterlao F. Cristobal, Michelle Ann Manlangit, Stephen John 3AMC Chapter 2 Introduction Nowadays, the utilization of celebrity-athletes on endorsements are very much common. Everyone is aware of the fact that numerous athletes are being contacted by various companies to co-present their products; whether it may be a sports or a non-sports brand product or services. But what we do not know is the concept of how much of an impact the celebrity-athlete impact gives to the audience. It is explained in this part the difference between an athlete’s endorsement on sports brand and an athlete’s endorsement on non-sports brand. It is also stated in this chapter the effects of the two, of what is being perceived by consumers and how they are going to respond based on attitude. Athlete endorsement One of the most common approaches to increase sales is the use of athlete endorsers as to continuously remind them of the product (Ruihley, 2010). According to a study, for an endorsement to be effective, the chosen athlete endorser must be amid the leading performers of his or her career and must seem to have a reliable attitude to the purchasers. (Ruihley, 2010). In a consumer’s point of view, in promotions, it is more engaging and consistent when a celebrity is being used as the endorser; as this forms brand image. (Sertoglu, 2014) But still, efficiency of...
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...As discussed, we will be doing some data processing, model building, and evaluation using the data science/machine learning toolkit Weka. Your first task will be simply to get Weka installed and to run through building a model, to make sure Weka is working fine on your computer. As your data mining task, you will build a classification tree model (see Chapter 3) from the mailing data set described in the Python tutorial. We will talk about this later in class, but to run Weka through its paces please proceed as follows: 1) Install the proper version of Weka for your machine. Get the installation file download at the following site, and install Weka on your machine: http://www.cs.waikato.ac.nz/ml/weka/downloading.html. Choose the “Stable book 3rd ed. version” (3.6) that corresponds to your computer. Windows users: If you do not know whether you have the Java VM 1.7, then load the version that includes the Java VM. Mac users: you can determine what version of Java you have by typing “java –version” in Terminal. (One of our other tutorials introduces you to Terminal.) If you don’t know your Java version, you’re probably safe assuming you have Apple’s version 1.6 JVM. [FYI: Weka is written in Java. The Java VM is the “virtual machine” that runs Java programs; not important to us, except for choosing the right version of Weka for your computer.] 2) Start Weka. It should be available in the Start/Program menu on Windows. On the Mac it probably will appear in...
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