A customer-focused approach to improve celebrity endorser effectiveness
Brad D. Carlson, D. Todd Donavan, George D. Deitz, Brittney C. Bauer, Vishal Lala
| Year of publication: |
2020
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|---|---|
| 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
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| Subject: | Attributions | Celebrity endorsement | Consumer-endorser identification | Expertise | Fit | Social identity theory | Celebrity-Werbung | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | Sozialpsychologie | Social psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.11.048 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012238052