When celebrities count : power distance beliefs and celebrity endorsements
Year of publication: |
May 2018
|
---|---|
Authors: | Winterich, Karen Page ; Gangwar, Manish ; Grewal, Rajdeep |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 82.2018, 3, p. 70-86
|
Subject: | advertising | celebrity endorsements | power distance beliefs | source credibility | structural equation model | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Werbung | Advertising | Strukturgleichungsmodell | Structural equation model |
-
Does celebrity image congruence influences brand attitude and purchase intention?
Paul, Justin, (2018)
-
Tian, Shiyun, (2022)
-
Der Fußballstar als Marke : Determinanten der Markenbildung am Beispiel von Lukas Podolski
Huber, Frank, (2008)
- More ...
-
The effect of time on safety incentive programs in the US construction industry
Gangwar, Manish, (2005)
-
Consumer stockpiling and competitive promotional strategies
Gangwar, Manish, (2014)
-
The relationship between changes in equipment technology and wages in the US construction industry
Goodrum, Paul, (2004)
- More ...