• $5.99

Publisher Description

Introduction On November 18, 2007, Yao Ming, a Chinese basketball superstar, signed an endorsement contract and became the first global spokesman for China Life Insurance Company. His name soon appeared in the endorsement contracts with a variety of brands, such as Garmin, Reebok, Visa Card, Pepsi, and Apple. Although criticized by George Lois (2003), an American advertising innovator, celebrity endorsements have become a prominent strategy in modern marketing throughout the world (Agrawal & Kamakura, 1995; Dupont, 1999; Erdogan & Baker, 2000).

GENRE
Professional & Technical
RELEASED
2010
April 1
LANGUAGE
EN
English
LENGTH
33
Pages
PUBLISHER
Edmondson Intercultural Enterprises
SELLER
The Gale Group, Inc., a Delaware corporation and an affiliate of Cengage Learning, Inc.
SIZE
228.2
KB

More Books by China Media Research