𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Health-related messages in consumer magazine advertising

✍ Scribed by James L. Wofford; Julie A. Pinson; Steven J. Folmar; William P. Moran

Book ID
112792474
Publisher
John Wiley and Sons
Year
1995
Tongue
English
Weight
276 KB
Volume
10
Category
Article
ISSN
0884-8734

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## Abstract Consumers respond more positively to marketing efforts, like celebrity endorsements and sponsorships, when the image of the sponsoring company or brand is compatible with the celebrity or sponsored event. The authors explore the concept of compatibility within a cause‐related marketing