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

hotelschool.shtm.polyu.edu.hk

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

MacKenzie, S.B. (2001). Opportunities for improving consumer research throughlatent variable structural equation modeling. Journal of Consumer Research,28(1), 159-166.Mathur, L.K., Mathur, I., & Rangan, N. (1997). The wealth effects associated with acelebrity endorser: The Michael Jordan phenomenon. Journal of AdvertisingResearch, 37(3), 67-73.Mayo, E.J., Jr., & Jarvis L.P. (1981). The psychology of leisure travel: Effectivemarketing and selling of travel services. Boston: CBI Publishing.McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of theendorsement process. Journal of Consumer Research, 16(3), 310-320.McGehee, N., Loker-Murphy, L., & Uysal, M. (1996). The Australian internationalpleasure travel market: Motivations from a gendered perspective. Journal ofTourism Studies, 7(1), 45-57.McGorry, S.Y. (2000). Measurement in a cross-cultural environment: Surveytranslation issues. Qualitative Market Research, 3(2), 74-78.McGuire, W.J. (1985). Attitudes and attitude change. In L. Gardner & A. Elliot (Eds.)Handbook of Social Psychology (2 nd ed.) (pp. 223-346). New York: RandomHouse.Middleton, V. & O’Brien, K. (1987). Short Break Holidays in the UK, Travel & TourismAnalyst May: 45–54.Michell, A.A., & Olson, J.C. (1981). Are product attribute beliefs the only moderator ofadvertising effects on brand attitude? Journal of Marketing Research, 18(3)318-332.Milman, A., & Pizam, A. (1995). The role of awareness and familiarity with adestination: The central Florida case. Journal of Travel Research, 33(3), 21-27.Miniard, P. W., Bhatla, S., & Rose, R. L. (1990). On the formation and relationship ofad and brand attitudes: An Experimental and Causal Analysis. Journal ofMarketing Research, 27(3), 290-303.Misra, S. & Beatty, S.E. (1990). Celebrity spokesperson and brand congruence: Anassessment of recall and affect. Journal of Business Research, 21(2), 159-173.Mittelstaedt, J.D., & Riesz, P.C (2000). Why are endorsements effective? Sortingamong theories of product and endorser effects. Journal of Current Issues &Research in Advertising, 22(1), 55-66.© No part of this proposal could be reproduced in any form without the permission of the author. 18

More magazines by this user
Similar magazines