Delineating the role of endorser's perceived qualities and consumer characteristics on celebrity endorsement effectiveness
Year of publication: |
June 2016
|
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Authors: | Tzoumaka, Eugenia ; Tsiotsou, Rodoula H. ; Siomkos, George J. |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 22.2016, 3, p. 307-326
|
Subject: | sports endorsement | purchase intentions | team identification | trustworthiness | expertise | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Sportler | Athletes | Werbewirkung | Advertising effects | Markenimage | Brand image | Sportmarketing | Sports marketing | Vertrauen | Confidence | Profisport | Professional sports |
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