Advertising models and Consumer behavior
1.0. Introduction
A consistent theme emerging in advertising models is that both cognitive and behavioral responses under low-involvement situations can be facilitated by source cues that the consumer identifies with. Celebrity endorsement has become one of the communication strategies employed by marketers in an attempt to build a congruent image between the brand and the consumer. The purpose of this report is to provide both a theoretical and practical analysis with regard to Pepsi Max and …
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…Vol. 48, Winter, pp. 32-7.
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Till, B.D. and Busler, M. (1998), "Matching products with endorsers: attractiveness versus expertise"journal of Consumer Marketing, Vol. 15 No. 6, pp. 576-86.
Triandis, H.C. (1971), Attitudes and Attitude Change, Wiley, New York, NY
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