Laurence Ashworth on the Power of Celebrities in Product Endorsement

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Laurence Ashworth on the Power of Celebrities in Product Endorsement

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In this segment, Laurence 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 sponsor’s market value and on the power of celebrity in product endorsement and consumer behaviour.