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Advertising models and Consumer behavior
Title: Advertising models and Consumer behavior
Category: Literature
Details: Words: 2856 | Pages: 12.2 (approximately 235 words/page)
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 …showed first 75 words of 2856 total…
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…showed last 75 words of 2856 total…advertising", Business Quarterly, Vol. 48, Winter, pp. 32-7.
Solomon, M.R and Assael, H. (1987), "The forest or the trees?: a gestalt approach to symbolic consumption", in Umiker-Seboek, J. (Ed.), Marketing and Semiotics: New Directions in the Study of Signs for Sale, Mounton de Gruyter, Berlin, pp. 189-218.
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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