cigarette sound Sigaret! Lighting Cigarette - song and

This interactivity not only enhances consumer engagement but also provides new ways for brands to communicate with their audience

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Pereira, C

On both occasions we asked participants about their sense of social identification with fellow smokers of their brand (such as, I identify with the group of Marlboro smokers), the stereotypes they linked with smokers of their brand, and their smoking behaviour and quit intentions