<title>ABSTRACT</title> When a new institutional slogan is developed it should be guided by a creative process. This process should involve multiple levels of participants, appropriate screening criteria, and a solid understanding of an institution's strengths and publics. This paper describes the steps...

This research investigated the effects of number of products endorsed by a celebrity and number of exposures to the celebrity on consumers' attitudes and purchase intentions. In study 1, using print ads as the stimuli, the results revealed that, as the number of products endorsed increases...