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Source credibility is defined. It includes expertise and trustworthiness. Many companies have had success with using celebrity endorsements while others have suffered the consequences of
Source credibility is defined. It includes expertise and trustworthiness. Many companies have had success with using celebrity endorsements while others have suffered the consequences of choosing the wrong person.
1. Provide an example of a celebrity endorsement.
2. Discuss the source credibility of the spokesperson in terms of expertise and trustworthiness.
3. Was this a good choice for the company to choose to represent their brand? Explain why or why not.
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