Kim, Seongseop (Sam); Wang, Kuo-Ching; Jhu, Wan-Ting; … - In: International Journal of Contemporary Hospitality Management 28 (2016) 11, pp. 2533-2552
Purpose This paper aims to explore the effectiveness of children as advertisement endorsers in the airline context, including images of safety and reliability. Design/methodology/approach This paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers...