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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 29
Chapter 11 discusses source characteristics and celebrity endorsements. Three constructs that influence the effectiveness of a celebrity endorser are expertise, aspirational aspects, and meaning transfer. Think in the context of the Let's Move! Campaign.
a. Evaluate Michelle Kwan on these three aspects relative to the Let's Move! Campaign.
b. Evaluate Beyoncé on these three aspects relative to the Let's Move! Campaign.
c. Evaluate Shaquille O'Neal on these three aspects relative to the Let's Move! Campaign.
a. Evaluate Michelle Kwan on these three aspects relative to the Let's Move! Campaign.
b. Evaluate Beyoncé on these three aspects relative to the Let's Move! Campaign.
c. Evaluate Shaquille O'Neal on these three aspects relative to the Let's Move! Campaign.
Explanation
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Source Characteristics is one of the imp...
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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