What Do Nurses Really Do - 1711 Words

When people think about nurses, many ideas come to mind. They think of the hideous old starched, white uniforms, a doctor’s handmaiden, the sexy or naughty nurse, or a torturer. The media and society have manipulated the identity and role of nurses. None of these ideas truly portray nurses and what they do. Nurses are with the patients more than the doctors. People do not realize how little they will encounter the doctor in the hospital until they are actually in the hospital. People quickly realize how important nurses are. Because nurses interact with their patients constantly, nurses are the ones who know the patients best. In the article â€Å"What Do Nurses Really Do?†, Suzanne Gordon explores what nurses truly do. She concludes that nurses â€Å"save lives, prevent complications, prevent suffering, and save money† (Gordon 2006). Nurses provide care for their patients in the physical and emotional sense. Emotionally caring for a patient and being sensitive to his or her needs result from interacting with patients while performing the skills and using the knowledge that nurses learned in school. Nurses grow in their skills, knowledge, and attitudes through practice. Quality and safety education for nursing incorporates competencies that all nurses must use in their practice. These nursing competencies include evidence-based nursing practice, quality improvement, safety, teamwork and collaboration, patient-centered care, and informatics. For years, the care thatShow MoreRelatedWhat Do Nurses Really Do2276 Words   |  10 Pagesï » ¿ What Do Nurses Really Do? Alicia Wells The University of Southern Mississippi College of Nursing Over the years, the question of what nurses really do on a daily basis has confounded not only the general public, but also those who work in the healthcare field. However, one cannot attempt to explain what nurses do on a daily basis without first understanding what nursing is and why the healthcare field even exists. The field of nursing exists primarily to assist the physicians and to facilitateRead MoreWhat Do Registered Nurses Really Do? Essay911 Words   |  4 Pagesdecision to work towards becoming a registered nurse requires a personal transition from the role of being an aerospace technician to one of a healthcare professional. As part of this transition, I must learn what defines a nurse, understand what I can contribute to the profession, establish and meet professional goals, and be aware of extraneous factors that affect the healthcare industry. The answer to the question of â€Å"What does a registered nurse really do?† is so broad in scope that it becomes difficultRead MoreProfessional Nursing : An Astounding Career1238 Words   |  5 Pagesinterviewed two people who are not nurses (or becoming nurses) to discover their feelings and education about the profession. The first person I interviewed was Alexis, an apartment mate of mine. When she was asked what her perspective was of what nurses do, she answered, â€Å"Nurses care for people, love people, and treat them. They are basically glorified mothers.† While there is some truth in her answer, nurses are not glorified mothers. It is sad to see that people do not know what all a nurse’s scope of practiceRead MoreFlorence Nightingale : The Founder Of Modern Nursing1159 Words   |  5 Pagesall better? You might remember them wearing scrubs. They play a huge role in the hospital! Those people are called Registered Nurses. They are like heroes in scrubs . RNs provide and coordinate patient care, educate patients and the public about many different health conditions, and provide advice and emotional support to patients and their family members. Registered Nurses also record patients’ medical history and symptoms, give patients medication and treatments, they observe patients and recordRead MoreThe Negative Images Of Nursing967 Words   |  4 PagesFrom Greys Anatomy’s, Dr.McDreamy stealing the spot light in every surgery to Meet the Parents, Ben Stiller being a male nurse, there are so many negative remarks coming from movies and shows. In many shows it displays a down side to nurses, such as making bad remarks about male nurses, giving the audience the belief that nurses are a back ground prop behind the heroic Physician, and lastly how medical procedures are done. I can’t help but laugh and scream at the TV, when I see someone performingRead MoreBecoming A Nurse At A Hospital1249 Words   |  5 Pagesthought about becoming a nurse? And how many life’s you can save? You don’t understand until you truly help and save someone’s life. I have always wanted to be a nurse ever since I was a little girl. For my Junior Project this year I am researching what it takes to be a Registered Nurse because in the future I would love to be a nurse at a hospital in a big city. I enjoy helping people so I feel like this would be the perfect job for me. Everyone always says how great of a nurse I would be when I growRead MoreWhat is Nursing?885 Words   |  4 Pagesbeen a field in which new rules are being constantly enforced. It is also a field that requires the nurses to constantly review their material in order to be current with the changes in health profession. Nursing has always been around, but in different standards. Nursing began as a basic care and then it gradually expanded into a more critical and in-depth care. There are several definitions of what nursing is, but in my own perspective, I think nursing is the act of caring, comforting, respectingRead MoreI Am Researching About Registered Nursing1454 Words   |  6 Pagesresearch this career because when my grandfather was in the hospital we were surrounded by registered nurses and they seemed to have a lot of fun and have a really interesting career. I hope to learn about how to become a registered nurse, how much schooling is required, and all of the training that is required in order to have a great career in registered nursing. Career Information Registered nurses educate their patients and the public about various health conditions, provide and coordinate patientRead MoreThe Image Of The Nurse1332 Words   |  6 Pages The Image of the Nurse Judilyn Evangelista Fairleigh Dickinson University Abstract This paper discusses three people used for an interview on their perception of what was nursing. I will discuss how the people I interviewed correlates to scholarly articles, if their perceptions seem to fit with perception of nursing with modern nursing and nursing perceptions years ago. I will compare and contrast their responses to each other and to the evidence provided from articles and draw conclusionRead MoreThe Foundation And Provision Of Nursing1316 Words   |  6 Pageswelfare of others† (Values section, para 1). The AACN (2008) describes how altruism is demonstrated in nursing practice by stating, â€Å"In professional practice, altruism is reflected by the nurse’s concern and advocacy for the welfare of patients, other nurses, and other healthcare providers† (p. 27). Altruism, as defined by these resources, is present in many aspects of my personal and profession life. Everyday I strive to live in a way that values the welfare of others. To me, this c an be done in ways

The Issue Of Undocumented Immigrants - 1394 Words

As the issue of undocumented immigrants once again dominates the news headlines, our politicians are faced with the difficult task of enforcing the laws of our land, yet humanely and ethically tending to those who illegally reside within America s borders. As the political parties face off with differing ideologies, the undocumented, who are seen as victims from one side and criminals from the other, are caught in this citizenship purgatory until a political compromise can be achieved. Until such a compromise occurs, the nation is left dealing with the fallout of this population’s existence. Not belonging, they are left to fend for themselves while living in the shadows. Surviving through government assistance or using a stolen identity as a means to gain employment, the undocumented struggle to survive in a nation that is aware of their existence yet chooses to do nothing about it. To address the illegal immigration epidemic in the United States, its leaders must hold al l lawbreakers accountable while compassionately and ethically addressing the issue through a balanced approach of amnesty and deportation. The United States of America as a republic is defined to have a government of laws, and not of men as stated by John Adams during its founding (5). Therefore no man or group of men can exist above the law without disturbing civil cohesion and a breakdown in how our society functions.It is the fundamental responsibility of the government to maintain and enforceShow MoreRelatedThe Issue Of Undocumented Immigrants989 Words   |  4 Pages When most people think of undocumented immigrants, chances are they think of Donald Trump. Which makes a twisted kind of sense. The man captured the attention of an entire country when he started off his presidential campaign railing against undocumented immigrants, and has made a name for himself as a presidential candidate spouting off hateful drivel. It’s been a ratings boon for networks, a rallying cry for conservatives and self-congratulatory bonanza for liberals that have taken to FacebookRead MoreImmigrants And The United States Essay1215 Words   |  5 PagesImmigrants have been migrating to the Unites States for years. Many people in the United States have different opinions on immigrants: some are negative and some are positive. Some Americans assume that immigrants are here to destroy the United States, but immigrants are here for many purposes: to support their families, succeed in their future, or to escape violence occurring in their home countries. Many Americans think that once an immigrant has settled in the United States that he or she willRead Mo reIllegal Immigration Is The United States1377 Words   |  6 PagesThe subject of illegal immigration is nothing new in the United States. The social, economic, and political issues surrounding illegal immigrants have been debated at the federal and state levels for years. In the last decade, one of the issues which has received a lot of attention and development is the issue of higher education for illegal immigrants. Until recently many illegal immigrant students were unable to attend institutes of higher education because their lack of documentation disqualifiedRead MoreDrivers License for Illegal Immigrants763 Words   |  4 PagesDriver`s License for Illegal Immigrants Should illegal immigrants be given a driver`s license in California? In the Sacramento Bee article â€Å"License battle resurfaces† by Jim Sanders on February 26, 2012, the author informs that Assemblyman Gil Cedillo tried again to grant driver`s licenses to undocumented immigrants which were vetoed by Republican Gov. Arnold Schwarzenegger years ago, but now Gil Cedillo wants to work with Democratic Gov. Jerry Brown on this issue that can â€Å"pass muster† becauseRead MoreSocial And Academic Performance Of Undocumented Mexican Women Essay1014 Words   |  5 Pagesfeelings of guilt, anxiety and sense of separation from social inclusion and the family of undocumented Mexican women in contemporary period. In my research I plan to address the following questions: What propels guilt, anxiety and sense of separation in undocumented Mexican women, specially undocumented female Mexican students? How does intersectionalities and the Critical Race Theory play a role to address this issues? How does immigration pattern change their experience? What role do intersectionalitiesRead MoreSocial Determinants Of Health And Health873 Words   |  4 Pagesthese issues though those might be temporary. A final solution will have to be a national policy change in immigration, however, until then we could pursue some international options to aid undocumented immigrants in the United States. Better research on immigrant health and health outcomes would go a long way to shining a light on how to tackle these problems. The current debate in the research concentrates on social determinants of health such as acculturation, which of course influences aRead MoreImmigration Reform : A Very Touchy Subject858 Words   |  4 Pagesdirectly and indirectly affected by this issue. I am one of the individuals that has been directly affected by this issue. My father came here from Jamaica to make a better life for himself. He became a United States citizen in 1990. I’ve always looked up to my dad for his drive and tenacity to do better for himself and his family. Throughout this debate we will look at facts around the issue that supported my decisions to reform the immigration policy. One major issue that affected my decision was theRead MoreThe Problem Of The Undocumented Immigrants1199 Words   |  5 PagesOn February 28th in 2000, Luis Alberto Jimenez an immigrant living in the U.S was coming back home from work when he was involved in an accident in which he was hit by a stolen vehicle near Palm Beaches Gardens in Florida. Jimenez was rushed to Martin Memorial Hospital Center, where he was attended to and stabilized, but this was after he had suffered acute brain damage and other injuries. Jimenez was speechless and immobile according to his cousin, Montejo Gasper, who was also his guardian. ThisRead MoreThe Wine Industry1709 Words   |  7 Pagesrecently the victim of devastating fires which destroyed many wineries, thousands of acres of crops, homes. â€Å"The fires are so severe that no parts of the region will be unaffected, even vineyards miles away from the flames† (Hodgins, 2017p. 1). Due to issues to crops and the fermentation brought on by t he fires, many wineries who were not devastated by the fires could experience total or partial losses of crops. â€Å"The wildfires that ripped through Northern California this month destroyed at least 8,400Read MoreWhy Are They Illegal Immigrants?1562 Words   |  7 PagesIn IMA BE ME, Wanda Sykes said, â€Å" Why are they called illegal immigrants? They re undocumented workers. If someone broke into my house, and vacuumed? You know, I might be a little confused. But I ain’t calling the cops†. This is one of the funniest line from the show and at the same time, it captures audience’s heart. I believe, the United States is trying to change a lot now as a country where have been accepting various immigrants continuously since the foundation of the nation. In 2008, Barack

Buyer Behaviour and Celebrity Endorsement

Questions: 1. Key concepts for celebrity branding?2. Conceptualise and methodology?3. Evaluation of the individual, social, environmental and cultural influences on consumer behaviour? Answers: Introduction The strategies adopted by the companies to market the products and services offered to the clients differ. Marketing strategies has to be simple and effective as this will help the management to reach out to maximum number of clients from different parts of the market. The strategies for celebrity endorsement depend upon the cultural values and services that have been intended to be sold to the clients. In this process, the management has to adopt effective strategies through which the products can be sold and featured in the best possible manner. In this process, the challenges associated with the marketing and the steps required to be followed for promoting the services has to be analysed. This will help in increasing the sales and improving the sales for the products and services for the clients. The strategies adopted by the company depend upon the future gaols and the steps intended to be followed for achieving the desired task (Oyserman et al., 2002). 1. Key concepts for celebrity branding Marketing strategies plays a key role in the promotional activities for the products and services sold by different companies. Celebrity endorsers are individuals who enjoy public recognition and use the same for promoting the goods and products for the company. This concept is not new, though the strategies and marketing process for the products has changed over the years. Companies choose this form of advertisement to effectively reach out to the mass clients from different parts of the market. Such endorsements offer numerous benefits to the company, including building brand image. Grabbing the attention of the clients are quite a challenging task, as there are many companies that sells similar kind of products and services to the customers (Rateni, 2005). Marketing managers look around for reliable marketing strategies through which the products and services could be endorsed or marketed. For this, it is essential to make potential buyers listen to the product details and features. Useful communication becomes an integral part for product promotional activities. Is endorsement essential? Celebrity endorsement plays an important role for the product promotion and attracting the attention of the clients. Buyers have become very conscious about the product or services that are being purchased by them from different companies. In order to select the right type of product, buyers prefer to gather accurate and precise information through which the selection process can be simplified. This is also done to be parts of the social standing, where the buyers choose to wear the right type of clothes, choose the best food, and others (Holden, 2004). Messages conveyed through the promotional activities form important key factor through which the sales and visibility for the product can be improved. Celebrity endorsement for the products has values which can motivate the members to buy the products and services. As per the marketing department, it is believed that the celebrity endorsement would certainly have positive impact on the purchases of the goods and services that is being sold by the company. Celebrity endorsement is quite likely to be observed for the products that has high price production market for the cost. This certainly helps in attracting the larger customer base, which is necessary for sustaining the tough competition that exists in the industry (Lee Thorson, 2008) Such method for product endorsement plats a key role in promoting the goods and services to the clients located in the national market. This method is more suitable for the utility products that have higher values like apparels, shoes, soft drinks, and others. Such products have price cost margin is high. The other key factor is the method adopted for developing coordination with the clients, which is necessary for improving the performance for the company. Through this process, it is possible to approach maximum number of clients r customer groups and convince about the product services and features. At the time of promoting the services, it is necessary to analyse the references of the customer groups like the age, income, gender, education, and others. Such an analysis has to be carried out for the clients located in different markets from the national market. A perfect example to marketing is related to the credit card sales. At the time of promoting the sales of the product, the promotional message designed by the company is meant for every customer regardless of the age and gender of the clients (Carrillat et al., 2013). The message selection is done through an effective process and it coordinates the groups of customers. In other words, the messages are conveyed to different groups of clients in the same or one group and it is done to convince the buyers to encourage the members to invest in the purchase of the goods and products. Common messages are deigned and presented by the company in order to reach out to maximum number of clients from different parts of the same market. Such a promotional activity is done at the lower price, and it is mean to increase the sales. Celebrity endorsement of the products and services are considered to be low cost method, and it is recognised across the world. Through this method, it is possible to develop and implement low cost cross group coordination method (Bond, 2002). Celebrity endorsement can positively impact the behaviour and preferences of the potential customers. it is thus believed celebrity endorsement can be generate for the company the actual purchase behaviour, which is important for sustaining the tough competition that prevails in the market. Through such a process, the management would be able to earn better returns on the funds that have been investment by the company. The endorsement method is more reliable and preference oriented, when compared to the non-celebrity method for product endorsement. In this method the company can generate and yield the desirable outcomes that include attitudes of the buyers towards the promotional activities and the brand product endorsed by the company. Through this method, it is possible for the company to generate more income from the sales of the products and services that is being endorsed by celebrity. Management of the company use such methods through the public persona match, where the product s are precisely advertised as per the requirements of the clients or the potential buyers (Biswas, et al., 2009). 2. Conceptualise and methodology As per the research conducted with the effectiveness related to the celebrity endorsement, it has been analysed that the celebrities improve visibility or add value to the products and services that is being sold by the company. Marketing is an important factor that can affect the business performance. The selection of the process has to be done after analysing the future objectives for the company. This is related to the sales and promotional activities that have been selected for promotional activities for the company (Choi Rifon, 2007) Some of the models or the methods used for the product endorsements are Source credibility Source attractiveness model (Batra, R. and Homer, 2004). Product match-up hypothesis In case of the social influence theory for the product promotion, the marketing company basically concentrate on the message that is intended to be shared with the clients. Source attractiveness model for promoting the goods and services choose messages that are related to the similarity and familiarity of the celebrity who endorse the product sold by the company. The effectiveness of the message is basically concentrated on, as this is expected to attract the attention of the potential clients. The message conveyed has to congruent with the advertising effectiveness that has been selected by the company. The method adopted for promoting the products and services depends upon the relationship between the celebrity and the brand that is being used for promoting the sales for the products and services. As per researchers, it is believed that celebrity endorsement has high product value, when compared to the other product promotional activities (Aaker Lee, 2001). This also depends upon the effective strategy adopted for marketing the products and services manufactured by the company. the models mentioned above, however doesnt measure the multi-dimensionality for the source effects the approaches that needs to be selected for promoting the goods and services to the clients. The approaches have to be analysed in terms of communication and meaning that is being conveyed to the clients. In the product match-up hypotheses method, the facts related to the role of congruence between the product and brand for celebrity endorsement is planned and implemented in the right manner. The convert view has to be considered at the time of promoting the products and services. This includes rendering the right type of information to the users through which the process for celebrity endorsement can be executed by the management. The company needs to adopt honest and reliable method for promoting the products to the clients. In this process, the meaning of the ad vertisement and the contents presented through the promotion activities has to be analysed (Beamer Valentine, 2000). The brand label is related to the celebrity who is decided to fit into this category. Consumer perception about the product and the celebrity has to be also considered at the time of promoting the products and services. Such a methodology would certainly help the company to approach maximum number of clients and sell the products in the best possible manner. The celebrity chosen to endorse the product and services needs to have persona which is related to the role played by the celebrity in the society. The cultural aspects in this process have to be analysed, as this will help in approaching the clients and convincing them for the purchase of the goods and services sold by the company. Celebrity endorsement for the product endorses or revolves around the product that has been designed to be sold to the potential customers. Consumer chooses to invest in the products that are being endorsed by the celebrities with an intention of transferring the meaning of the products to the clients . The differentiating feature in this method is with the personality of the endorser or the celebrity and the method adopted by the company to promote the products and services sold by the organization (Rateni, 2005). It has been stated that the celebrity endorsement was around 20% of the total television commercials that existed in the year 1995. During that time, the famous celebrities were recruited to promote the sales of the products and services. At that time, 60% of the total endorsement method followed by the company was related to shoes and soft drink companies. Through the psychological research basis, an attempt was made to find the impact of celebrities into the sales of the certain products and marketing process. This research was also conducted to find the impact of marketing techniques that was adopted by the company to promote the sales of the products and services (Money et al., 2006). Some of the features that make the products endorsed by the celebrities worth noticeable are 1. Credibility of the creditors on the product makes the product more desirable and encourages the buyers to invest in its purchases.2. The image of the celebrity is transferred to the product value, which makes the product saleable by the company.3. Through impressive content and marketing process, the company could create positive image in the minds of the end users, which is necessary for the increase in the sales (Singh, 2004). The marketing models followed by the company from different parts of the market and industry plays a key role in the promotional activities. Through the marketing strategy, an attempt is made to understand the changing behaviour of the potential buyers which is necessary to introduce an effective method for the increase of the sales for the products and services. In this process, the cultural values and relevance of the same has to be also included. This makes the company to increase the value of the products and services that is being sold to the clients (Rice et al., 2012). Cultural values include introducing better methods for marketing the products and services to the clients. Through this method the changing human behaviour is analysed as this will help in improving the strategies that is being followed by the company to attract the attention of the clients from different markets. The cultural dimensions have to be analysed and better methods needs to be introduced for handling the challenges. This will help in handling the marketing issues, which impacts the performance of the company. The process followed for marketing of the products and services has to be analysed as this will help in approaching maximum number of clients (Triandis, 2004). 3. Evaluation of the individual, social, environmental and cultural influences on consumer behaviour Buyer behaviour is influenced by different factors, which impacts the sales strategies prepared by the management. In this process, the management of the company has to analyse different factors that can impact the sales for the products and services for the clients. Challenges internal or external factors that impacts the strategies prepared by the company. There are different types of factors that can impact the willingness of the buyers to invest in the purchase of the products and services. Cultural values for the product endorsement depend upon the strategies followed by the management to improve upon the sales and the visibility of the products and services for the clients (Grace and O'Cass, 2002) Through this process, the management of the company work towards exploring the unexplored area which can directly impact the business performance and the sales for the products and services. The dimension related to the cultural values has to be analysed as this will help in promoting the services in the right manner. Through the cultural values the forces that can directly influence the behaviour of the people residing in the society are analysed. This has been done with an intention of promoting the services to the clients from different markets (Choi, S., Rifon, 2012). In this process an attempt is made to improve the collective identify process, which defines the cultural values, ideas, and other factors that are associated with the promotional activities. In the process for shaping human behaviour the needs and preferences of the clients has to be analysed in an effective manner. The cultural factors is quite complex and in this process the knowledge, art, laws, and customs are analysed. In the collective programming method, the behaviour of the groups of buyers has to be analysed. This will help in promoting the services that will be useful for promoting the services that is being sold by the company (Fiske, 2002). Individual behaviour In this process, the individual requirements for the products and services have to be analysed. This will help in improving the process for marketing that has been selected by the company. People or the potential buyers usually choose to buy the products that are being endorsed by their favourite celebrity. This happens due to psychological factors. The management of the company needs to adopt an effective strategy through which the social behaviour and the expectations of the clients can be analysed. Through this method, it is possible for the company to develop and introduce better methods that would increase the sales for the products (Gurel-Atay, 2010). Human behaviour for the purchase of the goods and services depends upon different factors like the expectations, price, quality and others. Such factors are related r the willingness of the buyers to invest in the purchase of the goods and services of the products and services that is being sold by the company. The marketing department needs to analyse such an expectation and draft effective policies through which the needs of the clients can be affectively handled. In this process, the management needs to compare the individualism factors against the collectivism which impacts the buying capacity of the purchasers. In this case, it is essential to take care of the emotional needs of the potential buyers as this will help in the investment of the product purchases (de Mooij Hofstede, 2010) Social The decision to hire celebrity for promoting the goods and services to the clients is an expensive affair. Apart from this the details related to the brand awareness and other factors have to be analysed. Through this method, it is possible for the management of the company to develop and introduce effective methods for approaching the clients. In this method, it is necessary to choose the better method through which the sales for the products and services can be planned and implemented by the management. Through effective planning and the other factors the message can be effectively conveyed to the clients. In this process the social relevance and other factors influencing the buying ability of the buyers has to be analysed. This will help in improving the sales for the company (Lee Thorson, 2008) Environmental This includes analysing the safeness of the products and services that is being sold by the company. Through this process, the management attempts to include analysing the requirements of the clients. In this method, the benefits and safety measures followed for the manufacturing of the products are discussed with the clients. This has been done with an intention of providing more information about the products and services to the potential buyers. This is one of the important factors through which the sales for the products and services are improved. Through effective strategies and planning method the sales process can be improved (Daneshvary et al., 2000). Conclusion Marketing strategies plays an important role in the business developmental activities. Through this process, it is possible for the management of the company to introduce effective strategies through which the sales can be improved. Celebrity endorsement helps the management of the company to reach out to maximum number of clients and highlight the feature of the services that is being rendered to the buyers. With the help of such a method, it is possible for the company to improve the sales activity, which is considered to be essential for the product promotion. Customers choose to buy unique products that would offer better values to the money that has been invested by the company. Through this process, it is possible for the management to introduce effective method that will improve the visibility of the products for the clients. The challenges involved in the process of promotional activities have to be analysed as this will help in approaching the clients and increasing the sale s for the products. References Aaker, J. Lee, A. (2001) "I" seek pleasures and "We" avoid pains: The role of selfregulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49. Batra, R. and Homer, P. (2004) The situational impact of brand image belief. Journal of Consumer Psychology 14 (3): 318330. Murphy, J. (1990) Assessing the value of brand. Long Range Planning 23 (3): 2329 Beamer, L. Valentine, D. (2000) Finding a way to teach cultural dimensions. Business Communication Quarterly, 63(3), 111-118. Biswas, S., Hussain, M., O'Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study. Journal Of Global Marketing, 22(2), 121-137. Bond, M. (2002). Reclaiming the individual from Hofstede's ecological analysis a 20 year odyssey: Comment on Oyserman et al. (2002). Psychological Bulletin, 128(1), 73-77. Carrillat, F. A., d'Astous, A., Lazure, J. (2013). For better, for worse?: What to do when celebrity endorsements go bad. 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