Examining the effectiveness of proposed cigarette package warning labels with graphic images among U.S. college students DeAnna S. Kempf ABSTRACT The smoking rate among U.S. college students is much higher than the national average. College is a time when many young adults try smoking and see smoking as having social benefits. Most of these new […]
Category: Academy of Marketing Studies Journal
Celebrity endorsers: spokesperson selection criteria and case examples of FREDD Robert A. Swerdlow ABSTRACT Famous personalities have been used to endorse products for many years. When considering the choice of using a famous spokesperson, a marketing manager must understand the advantages and disadvantages of using celebrity endorsers. A good celebrity-product association can capture a viewer’s […]