The effect of celebrity trustworthiness on endorsement effectiveness : a comparison of congruence and hybrid model
Year of publication: |
2019
|
---|---|
Authors: | Thomas, Tijo ; Johnson, Johney |
Published in: |
Vision : the journal of business perspective. - London [u.a.] : Sage Publ., ISSN 2249-5304, ZDB-ID 2220768-5. - Vol. 23.2019, 3, p. 275-286
|
Subject: | Celebrity Endorsement | Advertisement | Internalization Process | Branding Models | Trustworthiness | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Vertrauen | Confidence | Markenimage | Brand image | Werbung | Advertising | Markenführung | Brand management |
-
Hussain, Shahzeb, (2020)
-
Hussain, Shahzeb, (2021)
-
An integrated model of congruence and credibility in celebrity endorsement
Lee, Jung-Sook, (2022)
- More ...
-
Thomas, Tijo, (2017)
-
Effect of ethnocentrism and attitude towards foreign brands in purchase decision
Thomas, Tijo, (2020)
-
Devan, Karthika P., (2021)
- More ...