𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Oiling of health messages in marketing of food

✍ Scribed by Arne Astrup; Peter Marckmann; John Blundell

Book ID
117276214
Publisher
The Lancet
Year
2000
Tongue
English
Weight
46 KB
Volume
356
Category
Article
ISSN
0140-6736

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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