SAMPLE 1 FORM RDC/1A THE HONG KONG POLYTECHNIC ...

Dean, D.H., & Biswas, A. (2001). Third-party organization endorsement of products:An advertising cue affecting consumer prepurchase evaluation of goods andservices. Journal of Advertising, 30(4), 41-57.Dholakia, R.R. & Sternthal B. (1977). Highly Credible Sources: PersuasiveFacilitators or Persuasive Liabilities? Journal of Consumer Research, 3(4),223-232.Edgar, D. A., Litteljohn, D. L., Allardyce, M. L. & Wanhill, S. (1994). CommercialShort Break Holiday Breaks – The Relationship between Market Structure,Competitive Advantage and Performance. In A. V. Seaton (Ed.). Tourism theState of the Art (pp. 383–401). Chichester: John Wiley & Sons.Erdogan, B.Z. (1999). Celebrity endorsement: A literature review. Journal ofMarketing Management, 15(4), 291-314.Erdogan, B.Z., & Baker, M.J. (2000). Towards a practitioner-based model of selectingcelebrity endorsers. International Journal of Advertising, 19(1), 25-43.Fache, W. (1994). Short Break Holidays. In S. Witt & L. Moutinho (Eds.) TourismMarketing and Management Handbook. Hertfordshire: Prentice Hall.Fesenmaier, D. R. (1988). Integrating activity pattern into destination choice models.Journal of Leisure Research, 20(3), 175–191.Fesenmaier, D.R. (1994). Traveller use of visitor information centers: Implication fordevelopment in Illinois. Journal of Travel Research, 33(1), 44-50.Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: Anintroduction to theory and research. Reading, MA: Addison-Wesley.Friedman, H.H., & Friedman, L. (1979). Endorser effectiveness by product type.Journal of Advertising Research, 19(5), 63-71.Friedman, H.H., Termini, S., & Washington, R. (1976). The effectiveness ofadvertisements utilizing four types of endorsers. Journal of Advertising, 5(3),22-24.Gerbing, D.W., & Anderson, J.C. (1988). An updated paradigm for scaledevelopment incorporating unidimensionality and its assessment. Journal ofMarketing Research, 25(2), 186-192Goldsmith, R., Lafferty, B., & Newell, S. (2000). The relative impact of corporatecredibility and celebrity credibility on consumer reaction to advertisementsand brands. Journal of Advertising, 29(3), 43-54.Goodrich, J.N. (1978). The relationship between preferences for and perceptions ofvacation destination: Application of a choice model. Journal of TravelResearch, 17(2), 8-13.© No part of this proposal could be reproduced in any form without the permission of the author. 15