Does it pay to be real? : understanding authenticity in TV advertising
Year of publication: |
2019
|
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Authors: | Becker, Maren ; Wiegand, Nico ; Reinartz, Werner J. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 83.2019, 1, p. 24-50
|
Subject: | advertising content | advertising cues | advertising effectiveness | authenticity | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Online-Marketing | Internet marketing |
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