Category:

Laurence Ashworth on the Power of Celebrities in Product Endorsement

In this segment,┬áLaurence Ashworth of the Smith School of Business joins us to discuss implications of Portuguese footballer Christian Ronaldo’s removal of Coca-Cola bottles from a European Championship press conference table for the tournament┬ásponsor’s market value and on the power of celebrity in product endorsement and consumer behaviour.

Continue Reading
Posted On :