Pol Pot essays

Pol Pot essays On April 17, 1976, Pol Pot and the Khmer Rouge, a group of Cambodian Marxists, stormed the Cambodian capital of Phonm Penh, forcing Cambodia into four years of horrifying terror. They declared this time Zero Hour, the day Cambodia would enter a new utopian era and say goodbye to the flawed ways of a capitalistic society. Yet in reality, Pol Pot, leader of the Khmer Rouge, achieved nothing for Cambodia. The Cambodian people only suffered under Pol Pot, with an estimated death toll of 3,000,000. Pol Pot, a conniving man, whos rule over Cambodia was marked by mass murder, negligence, and despotic rule, attempted and failed to create an egalitarian communist society, exploiting the manual power of the masses. In 1970, Prince Sihanouk was hoisted out of power in a coup de tat. General Lon Nol, backed by the Central Intelligence Agency (CIA) of the United States (US), successfully seized power in Cambodia. Nol, as opposed to Sihanouk, was pro US, something the US valued in their war against Cambodias bordering nation of Vietnam. Nol took little consideration of the people and their needs, and his corrupt administration stirred support for the Khmer Rouge (Seekins, 4). At that time, the Khmer Rouge, a thirty-year-old Communist movement, began their take over of Cambodia. In the five-year period that followed, Cambodia befell into a Civil War between the Khmer Rouge and Lon Nols forces. On April 17th, 1976, the Khmer Rouge succeeded and marched into Phnom Penh. The Khmer Rouge, at the time, was led by Pol Pot, formerly known as Saloth Sar. Sar had received an education in radio electronics in France. In France, Sar was introduced to Marxism. His teachers led him to believe that Cambodia, a prosperous monarchy at the time, should go through an agricultural revolution, converting Cambodia to a classless agrarian country (Geyer, 1). In doing so, Pol Pot was believed that Cambod...

Metabolic Syndrome and Diabetes Mellitus Case Study

Metabolic Syndrome and Diabetes Mellitus - Case Study Example In early diabetes mellitus, it has been stated that the ability of muscles to take up and utilize glucose are decreased by more than 50 percent. A major effect of glucagon occurs next in the pathology when it stimulates the release of excessive glucose from the live. Also, it is known that fat tissues in the body are resistant to the effects of insulin and they release free fatty acids which are a major contributor in the development of insulin resistant (Byrne, 2011). The release of free fatty acids from dysfunctional fat cells leads to increased insulin resistance. Adipocytes also release certain chemical mediator which act on the pancreatic beta cells and deteriorate their function. On the other hand it is a well-known fact that insulin has a lipolytic effect i.e. it causes breakdown of additional fatty tissues in the body and avoids accumulation of fat in the body. In type 2 diabetes mellitus patients who are already obese, insulin resistance develops over time and leads to deterioration of the function of beta cells of pancreas. Free fatty acids produced by adipocytes are transferred to the liver where they act on liver cells and inhibit the formation of glycogen from glucose. This results in the release of high levels of glucose from the liver. Early stages of the disease see high levels of insulin and high levels of blood glucose at the same time however the with decreased functional capacity of beta cells and their destruction in the course of the disease, blood levels of insulin decrease. This decrease in the levels of insulin leads to the accumulation of fat in the body and causes abdominal obesity (Byrne, 2011). Microvascular changes are of profound importance in type 2 diabetes mellitus since they can lead to fatal consequences. One of the major causes behind these microvascular changes is continuous hypertension in type 2 diabetes. Hypertension is caused by loss of the ability of

Technology of Information Security Essay Example | Topics and Well Written Essays - 750 words

Technology of Information Security - Essay Example As technological advancement keeps coming, several reliable cryptography methods are continuing to emerge. Data encryption has a number of advantages and disadvantages. Its disadvantages come mainly because the technology is sometimes not used as required. Cryptography is a very powerful and important technology that can be used to protect information sent to emails and all financial based transactions. Information needs to be shared in order to make various decisions that govern various activities. For this reason, information should be as confidential as possible for sustainability and accuracy of its use. Data encryption techniques offer a solution for the protection of information against all third parties. The techniques are basically needed for information to be encrypted whereby one party shares its information with a recipient. On the other hand, enemies can hack into people’s accounts and plot violence against a country with knowledge of cryptography. Some governments want to restrict its use for fear of criminals and spies using the technology for their good and to the disadvantage of the nation. How Encryption Technique works Encryption is a process whereby messages are converted into a form that has been created that without decrypting or deciphering, they cannot be read. Encryption uses a systematic procedure or algorithm which converts messages or data to their original form. The cryptologists are engaged in competition that will never end in a bid to create better and stronger techniques that will be used by parties to protect their data. Although other methods of deciphering exist, the recent systems are more powerful to an extent that they are almost unbreakable even with the use of powerful computers. The new cryptosystems use mathematical formulae that are very complex and which effectively resist breakthroughs. The Use of PGB There are several popular encryption systems used in the world today. They include the data encryption standar d (DES), pretty good privacy (PGB), and the Rivest Shamir, Adleman (ARS) system. The DES system uses a single key and it has been developed in the USA. The RSA on the other hand uses two keys and was generally made just for the public use and named after the people who developed it (Frazier2004). Pretty Good Privacy (PGB) helps internet users to keep all their communications private. It is a two key system which enables a computer to send encrypted messages using a chosen private key that only the sender knows. All the computers that will receive the email message are given a copy of the private key which later establishes the message sender. When using the public key method, the one who sends the message and the receiver are both able to authenticate each other and also protect the message which is usually secret. Advantages of Encryption Techniques Encryption techniques make information unreadable to people who are not supposed to access the information. This is very important to many organizations because no third party can access information without being allowed to do so by the sender. The information cannot be accessed even through the administrator’s server leave alone other computers. This improves loyalty and secrecy in the organization or any governments in the world today. Data encryption is regarded as a national issue by governments because it majorly

Value Alignment Essay Example | Topics and Well Written Essays - 500 words

Value Alignment - Essay Example For example, plagiarism is a short cult most of the students undertake in order to get good grades in their examinations. However these people will fail miserably in their real life when they face real life problems. Real life problems cannot be solved with the help of short cuts. It doesn’t mean that hard work alone may bring better results in life. According to modern life philosophies only those who work smarter may taste the success compared to those who work harder. For example, an accountant who is manually preparing the balance sheets may not be as good as an accountant who is computer software to prepare the balance sheets. In other words, the accountant who was smart enough to use the computers for solving a particular problem may do it faster than an accountant who is solving the same problem manually. Responsibility is the third element of success in life. Only responsible persons will take things seriously. Responsibility always attaches a person emotionally to a p articular thing. For example, a responsible father will always give more focus to the wellbeing of his family and the children. The success of his children will be taken as his own success and the failures of his children will be taken as his own failures. Responsibility will always motivate a person to work hard again and again till the success is attained.

Advantages Choose to Continue with Education in the Countries Essay Example for Free

Advantages Choose to Continue with Education in the Countries Essay Many student wish they can get goods education in their life. Not all students can get goods education especially for student low income families. So, universities in Malaysia have advantages can give goods education for students. The advantages choose to continue with education in the countries is cheap and affordable cost, the courses offered by Higher Education Institution is equivalent to the other countries and many Malaysia Higher Education Institution may be choose for learning. Firstly is the advantage of learning in our country is cheap and affordable costs are as low priority fees to local students. This is due to many students choose universities that offer low fees because they can not afford to fund the study. This is shown by Malaysia because Malaysia is not experiencing a seasonal climate and this will add value in terms of financial savings to students because they do not need different clothes according to the season at home in Malaysia. (Professor Badaruddin Mohamed, 2009). It also is in Malaysia, the government has allocated a total of RM232.8 billion for the implementation of all development and welfare of the people. (Prime Minister Dato Sri Mohd Najib Tun Abdul Razak, 2008). Then ,low – income families is the vast majority of low-income parents today are working but still struggling to make ends meet: struggling to find and keep a toehold in a changing labor market, to keep up with their bills, to pay the spiraling costs of essentials like health care and housing, and to raise children with a chance of future success. These families have much in common with other American families as they seek to balance work and family life, yet parents and children in low-income families are more financially vulnerable than those in higher-income families.( Annie E. Casey,2005). Secondly is the the other advantages in that the courses offered by Malaysia Higher Education Institution is equivalent to other countries are as there are more than 50000 international students pursuing tertiary courses ranging in Malaysia. This is many parts of the world attending international schools and pursuing tertiary courses ranging from diploma to degrees to PhD in private higher educational institutions and public universities in Malaysia.(Hamidon Zaini,2007) and Malaysia is acknowledged as one of the pioneers in this region in the development and promotion of transnational Bachelor’s degree programmes, starting way back in the early 1980s, collaborating with reputable universities from countries like the United Kingdom, USA, France, New Zealand, Germany, Australia, etc. (Hamidon Zaini,2007).Then is University in Malaysia collaborating with reputable university from another countries.Further,universities in Malaysia to work with reputable universities from other countries such as 1980s, university in Malaysia collaborating with university from United Kingdom, USA, France, New Zealand, Germany, Australia , etc.(Razali Awang,2008) and Malaysia private university established has many in other countries. Third is the last advantage of many Malaysian Higher Education Institutions can be selected for learning as studying in the country better than overseas. This is a study in local universities can save the cost compared to studying in universities abroad, students have to pay not only for our study but also for our living cost.(Salina,2011). This also is students who study abroad are exposed to culture shock and they will have communication barrier. In addition, you will miss your friends and family, feel homesick, at times lost or alienated.(Salina,2011). Then is local universities provide job opportunities such as if want to stay in higher education locally, draw a radius around your current institution and decide how far you can reasonably travel for another position.(Salina,2011). This is finding a job in higher education is part effort and part opportunity.(Salina,2011). In conclusion, we must take cognizance of the case studies appropriate to study whether abroad or studying locally. It is important for the learning process as a place that will change a soul either in choosing the place or abroad.

The Red Convertible by Louise Erdrich Essay -- Papers Vietnam War Red

The Red Convertible by Louise Erdrich In the Red Convertible by Louise Erdrich, the main character Henry loses his hold on reality. The story takes place in North Dakota on an Indian Reservation where Henry lives with his brother Lyman. Henry and Lyman buy a Red Convertible that later in the story illustrates Henry’s lack of ability to stay sane. The brothers take a summer trip across the United States in the car. When they return, Henry is called to join the army, which turns out to be the transitional point in Henry and Lyman’s personal life. The Vietnam War changed Henry’s appearance, psyche, and his feelings about the Red Convertible. Before the Vietnam War, Henry’s appearance was cheerful and energetic. Henry enjoyed the time he had with Lyman, working on the Red Convertible, and traveling across the U.S. during the summer. They went from Little Knife River to Alaska without a worry in the world. Henry was talkative and friendly to even strangers. For example, when they pass a woman on the side of the road Henry says, â€Å"Hop on in†, indicating his friendliness and confidence (975). Henry’s appearance before war suggests that his life was complete. However, after war, Henry’s appearance was one of depression and dishevelment. When Henry returned Lyman said â€Å"[he] was very different, and I’ll say this: the change was no good (977).† Henry was 180 different than he was before the war. â€Å"He was quiet, so quiet†¦,† said Lyman, not talkative and cheerful like he was before (977). Henry and Lyman had went on a long trip in the Red Convertible before the war, but now Henry is â€Å"never comfortable sitting still anywhere (977).† They used to sit around the whole afternoon before, but now Henry is always ... ...y’s feelings soon changed. Henry one day comes home and says, â€Å"the red car looks like *censored*†(978). This one point in the story where Henry’s past actions before war were still there after war, completely surprise Lyman. As the Red Convertible progresses Henry’s appearance, mental state, and feelings about his once cherished car change because of the Vietnam War. The war had extreme effects on Henry and his brother throughout the story. 57,000 men and women died in Vietnam, and the soldiers that survived suffered the same post-war feelings that Henry did. Seeing death causes every person to change in some way, but when it is as gruesome and seen as repeatedly as some soldiers did, it changed their lives forever. Work Cited Erdrich, Louise. "The Red Convertible." The Story and Its Writer. 5th ed. Ed. Ann Charters. Boston: Bedford/St. Martin's, 1999.

Celebrity Endorser Influence Essay

Celebrity Endorser Influence on Attitude Toward Advertisements and Brands Bahram Ranjbarian Associate Professor of management, Department of Management The University of Isfahan, Isfahan, Iran E-mail: Bahram1 r@yahoo.com Zahra Shekarchizade Master Student of Business Management, Department of Management University of Isfahan, Isfahan, Iran E-mail: Shekarchi_2020@yahoo.com Zahra Momeni Master Student of Business Management, Department of Management University of Isfahan, Isfahan, Iran E-mail: za.momeni@yahoo.com Abstract Purpose- This study aims to analyze the celebrity endorser influence on attitude toward advertisements and brands. Design/methodology/approach – A theoretical model is developed and tested with a sample of 193 students in University of Isfahan in 2009. Structural equation modeling was used with LISREL 8.50 and the maximum likelihood (ML) method. Findings – The findings show that attitude toward celebrity endorser can influence on attitude toward brand directly or indirectly. In indirectly approach, attitude toward advertisement is as a mediator between attitude toward celebrity endorser and attitude toward brand. On the other hand, attitude toward celebrity endorser has not significant effect on purchase intention. Originality/value – This paper provides a model connecting attitude toward celebrity endorser, attitude toward advertisement and attitude toward brand that has been examined and validated using a sample of students in University of Isfahan. Paper type- Research paper Keywords: Endorsement, Celebrities, Brand, Attitude, Advertisement Introduction Today one of the most prevalent forms of retail advertising is through using of celebrity endorsement (White et al, 2007). In fact celebrity endorsers are being used in about 25 percent of all television advertisements in order to promote brands (Erdogan et al, 2001).These endorsers are being paid by about 10 percent of advertiser’s budgets (Agrawal and Kamakura, 1995). Marketers invest huge amounts of money in contracts with celebrity endorsers each year, since they believe that celebrities affect the process of selling of their brands or products (Katyal, 2007). A celebrity endorser is a wellknown person (e.g., actors, sports figures and artists) because of his successes in a special field other than the endorsed product class (James, 2004). Celebrity endorsers are used by firms who want to 399 European Journal of Social Sciences – Volume 13, Number 3 (2010) support a product or service (Amos et al, 2008). Since presence of celebrity endorsers affects purchase decisions of consumers positively, producers and retailers have always preferred to use celebrity endorsements in order to sell their products (Stafford et al, 2003; Erdogan, 1999; Kamins, 1990). Kaikati (1987) believes that using of celebrities in advertisements could have many benefits and advantages including: 1) facilitating of brand identification 2) changing or impressing the negative attitude towards a brand 3) repositioning an existing brand 4) global marketing or positioning of a brand or product 5) affecting purchase intentions of consumers. Although using of celebrity endorsers as brand messengers is impressive, but it could have some risks. For instance, celebrities who are known to be guilty because of negative events (e.g., accident) may have harmful effects on the products that they endorse (Lou ie and Obermiller, 2002). Studies reveal that using of attractive celebrity causes to increase attitude towards advertisements. Such attitude towards advertisements is defined as â€Å"mental states which are used by individuals to organize the way they perceive their environment and control the way they respond to it† (Haghirian, 2004). There is a considerable correlation between desirable attitudes with regard to advertising and rating of certain advertisements by respondents as being likeable, irritating, delightful, etc (Bauer and Greyser, 1968). Celebrity endorsers enhance awareness of a company’s advertising, create positive feelings towards brands and are perceived by consumers as more amusing (Solomon, 2002). Thus using of a celebrity in advertising causes to influence brand attitude and purchase intentions of consumers in a positive way. Celebrity endorsement has a strong effect on consumers’ memory and learning approach too. Most consumers are not in a purchasing situation when they are encounter with message of the brand. Marketers use celebrity endorsement in order to help better storage of information in consumers’ minds which they can easily remember in purchasing situations (Schultz and Brens, 1995). However, there are many studies about celebrity endorser, but it seems that there are limited researches about the relationship between celebrity endorser and attitudes. The purpose of this study is to specify the impact of using celebrity endorsers in Iranian advertisements on attitudes of students in University of Isfahan toward those ads and brands. Literature Review Some properties such as likeability, expertise, trustworthiness and similarity cause a celebrity endorser to become a source of persuasive information and this creates a sense of certainty which has been revealed in many studies (Suranaa, 2008). Also physical attractiveness of the endorser is considerable in effectiveness of a message (Khatri, 2006). Acceptance of a message by a receiver could be influenced by celebrity endorsers as believable sources of information about a product or a firm (Amos et al, 2008). Using of celebrity endorsers to support products is explained by balance theory principles too. According to this theory, successful companies establish an emotional relation between the observer and endorser and a relation between endorser and brand too (Mowen, 2000). Before proceeding conceptual model, we describe the main constructs of this study. Celebrity Endorser McCracken (1998) has defined celebrity endorser as â€Å"any individual who enjoys public cognition and who uses this cognition on behalf of a consumer by appearing wit in an advertisement†. Moreover, celebrity is used as testimonial, endorsement, actor or spokesperson by the firm. Research has demonstrated that celebrity endorsement affects consumers’ feelings in general and it could affect the attitude of consumers towards the advertisement and brands too. This could result in enhancing of purchase intentions and as a result enhancing of sales. Some properties like credibility, physical attractiveness and likeability of celebrity endorser influence the ability of one person to impact other person (Amos et al, 2008). Source credibility is referred to identifying of communicator’s positive properties which influences acceptance of a message by the receiver (Ohanian, 1990). This consists of two main dimensions of expertise and 400 European Journal of Social Sciences – Volume 13, Number 3 (2010) trustworthiness. Source expertise refers to the degree which a communicator is perceived to be a source of valid assertion (Roozen, 2008). Source trustworthiness refers to faithfulness and reliability of the spokesperson (Khatri, 2006). Source attractiveness is the personality, likeability and similarity of endorsers to the receiver, thus to the perceived social values of the source (Solomon, 2002). Physical attractiveness of the source include being attractive, beautiful, elegant and charming. According to the studies in this ground, expertise dimension is more significant than physical attractiveness for matching of a brand with a suitable endorser (Brian and Michael, 1998). Likeability is referred to the positive or negative feelings that consumers have towards a source of information. We can define likeability as affection for the source because of its physical appearance and behavior (Erdogan, 1999). Though some research results reveal effectiveness of celebrities as endorsers (Freiden, 1984), but other researches suggest that celebrity endorsement may have different degrees of effectiveness depending on other factors like the â€Å"fit† between the celebrity and the advertised product (Till and Shimp, 1998). Celebrity Endorsers’ Effect on Aad and Ao Marketers are especially interested in consumers’ attitudes towards advertisements and brands. Essentially, attitudes are our predispositions with regard to things. An attitude shows whether we like something or not. Attitudes have three basic components: affective, cognitive and behavioral. Affective is related to our liking or feelings about an object. Cognitive is referred to beliefs about an object and behavioral component regards actions we take about that object (Severin and Tankard, 2001). Attitude towards advertisement is defined as â€Å"a learned tendency to respond in a consistently desirable or undes irable approach toward advertising in general† (Haghirian, 2004). On the other side, attitude towards the advertisement (Aad) is whether the consumer likes an advertisement (Ad) or hates it. Determinants of Aad consist of attitude towards the advertiser, assessment of the Ad execution itself, the mood evoked by Ad, and the extent to which the Ad affect viewer’s encouragement. Assessment of brands could be influenced by attitudes towards Ads. Of course what causes an advertisement to be impressive will change noticeably cross-culturally (Arnold et al, 2004). In performed studies, Aad is focused on as a mediator of advertiser’s effects on brand attitudes and purchase intentions (Suhere and Ispir, 2009). In recent studies, this issue has been proved that using of celebrity endorsement has a positive impact on attitudes of the consumer towards products and brands with which they are associated brand (Seno and Lukas, 2005). Agarwal and Malhotra (2005) have defined brand attitude as consumers’ general evaluative judgment of a brand based on brand beliefs. Such beliefs concern product-related attributes, like practical and experimental benefits. A successful endorser is able to enhance intentions and preferences towards brands directly or indirectly. An endorser who has major source factors of credibility (like expertise, trustworthiness and effectiveness) is able to impress purchase intentions of the consumer considerably (Liu et al, 2007). Information from a credible source can impress ideas, attitudes and behavior through a process called internalization (Belch and Belch, 1993). Internalization occurs when the receiver is motivated to have an issue. The receiver learns and accepts the idea of the credible spokesperson, since he supposes that information of this person represents an accurate position on the issue. Therefore, if such spokesperson who is known to be an expert endorses a product, consumers will more probably have a desirable idea about that advertisement and brand and they will consider it in their shopping list the next time they go shopping. Researchers have used the identification process of social influence in order to explain the effectiveness of celebrity endorsers (Basil, 1996). This theory suggests that if an individual identifies with another individual, then he is more likely to accept an attitude or behavior of that individual or a group. The internalization process of social influence is occurred â€Å"when an individual accepts influence because the induced behavior is congruent with his value system†. An individual accepts the influence, since it provides a solution to a problem (Daneshvary and Schwer, 2000). In the elaboration likelihood model (ELM), individual’s level of motivation to process central message arguments is represented which is one of its key factors that affects the relative impact of 401 European Journal of Social Sciences – Volume 13, Number 3 (2010) central and peripheral processing (Petty and Cacioppo, 1986). When applied to an adverting context, ELM suggests that consumers’ motivation to centrally process brand-relevant aspects of an advertisement is enhanced, the impact of central processing on brand attitudes should be enhanced, the effect of peripheral processing on brand attitudes should be reduced and the effect of brand attitudes on purchase intentions should be enhanced (Lafferty and Goldsmith, 1999). In this theoretical model, the endorser serves as cue just during peripheral processing. Therefore, the effect of the endorser should be reduced while central processing is enhanced. Mackenzie and Lutz (1989) have stated that advertiser credibility is a central processing cue more than any other thing. Credibility of the source is considered important in influence acceptance. A consumer will accept the accurate influence (information) and apply it if there the source is perceived to be credible. It is accepted because it is â€Å"demand† by ones own values. Therefore, a product’s endorsement by a credible source may impress purchase behavior (Danwshvary and Schwer, 2000). As a result, celebrity endorsement can increase the process of recalling and consume assessment of products (Khatri, 2006). On the other hand, celebrity endorsement has a severe effect on learning approach and memory. Researchers in the field of marketing and social psychology have studied the manner of impressing of purchase decision by celebrity endorsements. Various hypotheses have been proposed including having recall of the product by celebrity endorsement, celebrities have credibility on expertise that makes the product more desirable or increases perceptions of quality; the celebrity endorsers’ image is transferred to the product so that those who use the product are associated with the image. Experiments suggest that celebrity endorsement can increase recall and consume assessment of the products in certain situations (Clark and Horstman, 2003). Most of the times, making connection with the brand message is occurred when consumers are not in a purchasing situation. Marketers use celebrity endorsement so that information will be kept in consumers’ minds better and in the case of purchasing situation, they can easily retrieve it (Surana, 2008). A successful endorser strategy can enhance the level of consumers’ recalling towards product information, reinforces consumers’ recognition to endorsed brands, positively influences consumers’ attitude to low-involved products and even enhance consumers’ purchase intention and preference towards brands (Liu et al, 2007) Therefore, hypothesizes of the study are as follows. H1: Attitude toward ad is positively affected by attitude toward celebrity endorser. H2: Attitude toward brand is positively affected by attitude toward celebrity endorser H3: Attitude toward brand is positively affected by attitude toward advertisement. H4: Intention to buy is positively affected by attitude toward celebrity endorser Method Data Collection Information was obtained from randomly selected students from University of Isfahan through survey questionnaires during September- November 2009. University of Isfahan is one of the major universities in the fields of science, human science and engineering. A total sample of 193 participants was obtained. The sample was composed of 137 women (71 percent) and 56 men (21 percent). A cluster sampling procedure with age and degree as main control variables was applied. The age of the respondents ranged from 19 to 30 years, with a mean of 24. All questionnaires were self-administered by the participants without interference from researchers. Measures The study uses multi-item scales to measure the constructs in our model. All items in the questionnaire were measured on a five-point Likert-type scale anchored from â€Å"strongly disagree† (1) to â€Å"strongly agree† (5). Some of the measures were available in the literature, though most were adapted to suit this European Journal of Social Sciences – Volume 13, Number 3 (2010) particular context. To measure attitude toward celebrity endorser we used ten items. Attitude toward advertisement and attitude toward brand were measured with six items and five items, respectively. In order to measure reliability of questions in the questionnaire, 30 questionnaires have been pre-tested through pilot studies. Then, amount of confidence coefficient has been calculated by method of Cronbach’s alpha for which 0.83 % is obtained. This number shows that the applied questionnaire enjoys confidentiality or in other words the necessary reliability. Results Measurement Model Measurement model Structural equation modeling with LISREL 8.54 and the maximum likelihood (ML) method was used to analyse the data.. LISREL is a structural equations modeling technique that traces structural relations in a set of data (Eriksson et al, 2004). Structural equation modelling was used because it allows to estimate multiple and interrelated dependence relationships and unobserved factors can be represented in these relationships. Additionally, measurement error in the estimation process is accounted for (Hair et al., 1998). The model is assessed with the comparative fit index (CFI), standardised root meanresidual (SRMR), root mean square error of approximation (RMSEA), and Akaike’s (1987) information criterion (AIC). The measurement model provided a good fit to the data: (CFI = 0:98, SRMR=0.058, RMSEA = 0.015 and AIC =396.22). All values of CFI, SRMR, and RMSEA meet the standards suggested by Hu and Bentler (1999): 0.95 for CFI, 0.08 for SRMR, and 0.06 for RMSEA.There are no Guidelines for the AIC but lower values indicate better fit. The fit of the structural model is good and is reported in Table I. In the following we will test our hypotheses and consequently report the standardised path coefficients. As shown in Table I, three of hypotheses are empirically supported and one of them is not confirmed. The effect of attitude toward celebrity endorser on attitude toward advertisement is significant (standardised path coefficient = 0:49). This shows that the higher the attitude toward endorser, the more the attitude toward advertisement. Attitude toward celebrity endorser also have significant effect on attitude toward brand (standardised path coefficient= 0.24), but this effect is comparatively weaker than its effect on attitude toward advertisement. On the other hand, the effect of attitude toward advertisement on attitude toward brand is significant (standardised path coefficient = 0:56). This clearly shows that attitude toward advertisement has the highest standardized path coefficient and therefore has the strongest influence on attitude toward brand. The results show that the effects of attitude celebrity endorser on Purchase intention is not significant (standardised path coefficient = 0.11). This means that attitud toward celebrities, does not necessarily always translates into purchase intentions. Discussion The purpose of this study is to examine the relationship among attitude toward celebrity endorser and attitude toward advertisement and brand. Effects of a celebrity endorser on respondents’ assessments about advertisements and products endorsed by celebrities have been studied previously. There are some interesting findings for using of celebrity endorsers in Iranian advertisements. Attitude towards a celebrity endorser has a direct positive effect on attitude towards advertisement. Attitude towards advertisement has important effects on attitude towards brands, too and its effect is comparatively stronger than the effect of celebrity endorser. But the effect of attitude toward celebrity endorser on purchase intention is not considerable. Results of this study demonstrate that attitude towards celebrity endorser has an indirect effect on attitude towards brand. This result confirms outcomes of the previous research by Agarwal and Kamakura (1995), Till and Busler (1998), and W hite et al (2008). When there is a â€Å"fit† between the   European Journal of Social Sciences – Volume 13, Number 3 (2010) endorser and the endorsed product, endorser’s image helps construct the image of the brand in consumers’ minds. In fact, using of an attractive endorser has a positive impact on consumer attitudes towards a brand, because attractive endorsers have a tendency to get more attention than less attractive ones. On the other hand, experience of celebrity’s negative information can have an undesirable effect on the endorsed product. Transfer of negative information between the celebrity endorser and the endorsed product could be facilitated through cognitive relational pathway. We have considered social position of artists because people have more positive attitude towards artists. So, they distribute attitude towards artists to attitude towards endorsed brand. The association between attitude towards celebrity endorser and attitude towards advertisement has been shown in numerous studies, as the relationship between sports celebrity endorsements and retail products’ adverting are reported (White et al, 2008) and sports celebrity endorsements are being used in advertisements to impress brand selection. It is recognized in one study that attitude towards advertisement is considered as an interagent that influences attitude towards brand (Suhere and Ispir, 2009). Results of our study reveal that attitude towards advertisement is as an interagent between attitude towards celebrity and attitude towards brand. In our opinion, Iranians are interested in artists and know them as credible sources. So, ads makers use artists as celebrity to impress viewers’ attitudes towards advertisement and thereupon attitude towards brand. According to previous studies about the effect of the celebrity endorser on purchase intentions, such as Kamins (1990), Ohanian (1991), Liu et al (2007), we expected that positive attitude towards celebrities impressed purchase intentions. But results of this study confirm research outcomes of O’Mahony and Meenaghan (1997). According to this study, attitude towards celebrities does not necessarily always interpret in to purchase intentions. It seems that Iranian’s consumer tendency for buying is influenced by other various items such as age, gender, income and education too. Limitation This study has some limitations. The primary limitation of the present research relates to generalizability. The sample was restricted to students in University of Isfahan and this limits our results to be generalized, too. Another relevant consideration is that numerous girl students in university of Isfahan are more than its boy students. Also, this study relied exclusively on questionnaires to assess influence attitude toward celebrity endorser on attitude toward advertisements and brands, whereas this relationships need to be more investigated. On the other hand, this paper could not estimate effect of attitude toward celebrity endorser on purchase intention. In addition, our results are relational and not causal; therefore, it can not be concluded from this study whether attitude toward advertisement and brand is only cause or result of attitude toward celebrity endorser. Conclusion In this study the goal was to indicate the influence of using celebrity endorsers in Iranian advertisements on attitudes of students in University of Isfahan toward those advertisements and brands. The result of this study showed that the positive and significant relationship between attitude toward celebrity endorser and attitude toward advertisements and brands. By analyzing the output resulting from testing hypotheses, it can be concluded that attitude toward celebrity endorser has directly or indirectly influence on attitude toward brand. Consequences suggested that attitude toward advertisement was as a mediator between attitude toward celebrity endorser and attitude toward brand. On the other hand, attitude toward celebrity endorser hadn’t significant influence on purchase intention. So, future researches should put more effort into making strong believable explanations for how celebrity endorsers are able to have significant influence on consumer intention for purchase. References [1] [2] Agrawal, J. and Kamakura, W.A. 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