"We" are more likely to endorse than "I" : the effects of self-construal and brand symbolism on consumers' online brand endorsements
Stefan F. Bernritter, Annemijn C. Loermans, Peeter W.J. Verlegh and Edith G. Smit
| Year of publication: |
2017
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|---|---|
| Authors: | Bernritter, Stefan F. ; Loermans, Annemijn C. ; Verlegh, Peeter ; Smit, Edith G. |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 1, p. 107-120
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| Subject: | social media | self-construal | online brand endorsements | consumer identity | consumer behavior | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenführung | Brand management | Werbewirkung | Advertising effects | Markentreue | Brand loyalty | Markenartikel | Brand | Markenimage | Brand image | Online-Marketing | Internet marketing | Persönlichkeitspsychologie | Personality psychology | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2016.1186950 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011687898