A customer-focused approach to improve celebrity endorser effectiveness
Year of publication: |
2020
|
---|---|
Authors: | Carlson, Brad D. ; Donavan, D. Todd ; Deitz, George D. ; Bauer, Brittney C. ; Lala, Vishal |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 109.2020, p. 221-235
|
Subject: | Attributions | Celebrity endorsement | Consumer-endorser identification | Expertise | Fit | Social identity theory | Celebrity-Werbung | Werbewirkung | Advertising effects | Sportler | Athletes |
-
Be like mike : the role of social identification in athlete endorsements
Carlson, Brad D., (2017)
-
Tzoumaka, Eugenia, (2016)
-
The economic value of celebrity endorsements : a literature review
Popescu, Gheorghe H., (2014)
- More ...
-
Consumer-brand relationships in sport : brand personality and identification
Carlson, Brad D., (2009)
-
Human brands in sport : athlete brand personality and identification
Carlson, Brad D., (2013)
-
Be like mike : the role of social identification in athlete endorsements
Carlson, Brad D., (2017)
- More ...