When endorsers behave badly : consumer self-expression and negative meaning transfer
Jovica Breberina, Paurav Shukla and Veronica Rosendo-Rios
| Year of publication: |
2022
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|---|---|
| Authors: | Breberina, Jovica ; Shukla, Paurav ; Rosendo-Rios, Veronica |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 4, p. 771-795
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| Subject: | endorsement | endorser-self congruity | Negative meaning transfer | self-brand congruity | self-expression | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2021.2016267 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013209404