Pileliene, Lina; Grigaliunaite, Viktorija - In: Journal of Consumer Marketing 34 (2017) 3, pp. 202-213
Purpose The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising. Design/methodology/approach The paper presents findings using...