Perception of advertisements with celebrity endorsement among mature consumers
Year of publication: |
2022
|
---|---|
Authors: | Chan, Kara ; Fan, Fei |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 28.2022, 2, p. 115-131
|
Subject: | advertising effects | celebrity-brand congruency | Hong Kong | meaning transfer model | qualitative method | Source attractiveness | Hongkong | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image | Qualitative Methode | Qualitative method |
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