THE IMPACT OF ENDORSERS’ CHARACTERISTICS ON CONSUMERS’ REACTION TO THE ADS
Everyday, consumers are bombarded by messages inducing them to change their attitudes. These persuasion attempts can range from logical arguments to expressive images, from regular consumers’ advice to celebrities’ recommendation. The literature and the research on advertising indicates the benefits...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitaria Press Craiova
2010-01-01
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| Series: | Management & Marketing |
| Subjects: | |
| Online Access: | http://www.mnmk.ro/documents/2010/4ComiatiPlaiasFFF.pdf |
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