Celebrity endorsement for nonprofit organizations : the role of celebrity motive attribution and spontaneous judgment of celebrity-cause incongruence
Year of publication: |
2015
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Authors: | Park, Sunyoung ; Cho, Moonhee |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 21.2015, 2, p. 224-245
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Subject: | causal attributions | celebrity endorsement | congruence | nonprofit organizations | spontaneous judgment | Nonprofit-Organisation | Nonprofit organization | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Nonprofit-Marketing | Nonprofit marketing | Markenimage | Brand image |
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