True or performative allyship : a matter of perception in search of cause-related marketing authenticity
Xunyue Xue, Anna S. Mattila
| Year of publication: |
2024
|
|---|---|
| Authors: | Xue, Xunyue ; Mattila, Anna S. |
| Subject: | Authenticity | Cause-related marketing | Celebrity endorsement | Parasocial relationships | Cause-Related Marketing | Celebrity-Werbung | Glaubwürdigkeit | Credibility | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Corporate Social Responsibility | Corporate social responsibility |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijhm.2024.103842 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015072022