Actors who play outlaws can be good for endorsing products : the unexpected power of negative character endorsers
Year of publication: |
2023
|
---|---|
Authors: | Jeffrey, Jennifer ; Thomson, Matthew ; Johnson, Allison R. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 1, p. 30-42
|
Subject: | Celebrity endorsement | controversial advertising | character endorsement | meaning transfer | novel advertising | Werbung | Advertising | Celebrity-Werbung |
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