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Advertising Models and Consumer Behavior
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 its celebrity endorsement. …
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