The effect of celebrity trustworthiness on endorsement effectiveness : a comparison of congruence and hybrid model
Tijo Thomas, Johney Johnson
| 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 | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenführung | Brand management | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0972262919850922 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012161657