Consumer response to celebrity transgression : investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities
Nora J. Rifon, Mengtian Jiang and Shuang Wu
| Year of publication: |
2023
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|---|---|
| Authors: | Rifon, Nora J. ; Jiang, Mengtian ; Wu, Shuang |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 4, p. 517-529
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| Subject: | Celebrity brand | Celebrity image | Celebrity transgression | Consistency | Endorsement potential | Gender | History | Human brand equity | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Geschlecht |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-12-2021-3781 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014281331