Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement : A cue diagnosticity perspective

Heming Gong, Xuemei Bian, Chundong Zheng

Year of publication:	2024
Authors:	Gong, Heming ; Bian, Xuemei ; Zheng, Chundong
Subject:	Advertising appeal \| Celebrity characteristics inconsistency \| Non-profit organization image \| Nonprofit-Organisation \| Nonprofit organization \| Werbewirkung \| Advertising effects \| Celebrity-Werbung \| Celebrity endorsement \| Glaubwürdigkeit \| Credibility \| Werbung \| Advertising \| Fundraising \| Konsumentenverhalten \| Consumer behaviour \| Zeitkonsistenz \| Time consistency \| Firmenimage \| Corporate reputation

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