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1. Celebrity Endorsement & Consumer Behavior : Gender Differences as a Marketing Strategy
University essay from Högskolan i Jönköping/IHH, FöretagsekonomiAbstract : Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, the endorser and the product. READ MORE
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