Do celebrities in advertisements matter? : familiar endorsers as an accelerator of gestural cues of persuasion
Makoto Ono and Akinori Ono
| Year of publication: |
2024
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|---|---|
| Authors: | Ono, Makoto ; Ono, Akinori |
| Subject: | advertising endorsement | gesture | influencer | message frame | regulatory focus theory | Werbewirkung | Advertising effects | Werbung | Advertising | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2024.2332107 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014551085