The effect of female celebrity spokesperson in FMCG advertising : neuromarketing approach
Year of publication: |
2017
|
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Authors: | Pileliene, Lina ; Grigaliunaite, Viktorija |
Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 34.2017, 3, p. 202-213
|
Subject: | Neuromarketing | Advertising effectiveness | Celebrity spokesperson | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group |
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