Examples of Celebrity Endorsement include: Advertisement Appliances George Foreman and his "Lean, Mean, Fat-Reducing Grilling Machine". (Many people don't even remember what Foreman was famous for—He was a professional boxer.) Banking Phil Rizzuto for The Money Store. ...
The Rhetoric of Moral Protest: Public Campaigns, Celebrity Endorsement, and Political Mobilization by Christian Lahusen Lahusen, C. (1996). The rhetoric of moral protest: Public campaigns, celebrity endorsements and political mobiliza- tion. Berlin: Walter de Gruyter... Mayer,N.,Zald - 《American...
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To study the positive and negative impact on celebrity endorsement on different brands. REVIEW OF LITERATURE Brand Brand is the proprietary visual, emotional, rational and cultural image that can be associated with a company or the product. Some examples will bring the fantastic meaning i.e. Amul...
celebrity endorsement effects; consumer trust; benevolence; integrity; cognitive processing of engagement; activation of engagement1. Introduction Consumer trust is the core of the consumer relationship that directly promotes consumer engagement [1] and purchase behavior [2]. Consumer trust is gradually ...