An ethical perspective on necro-advertising : the moderating effect of brand equity
Benjamin Boeuf, Jessica Darveau
Year of publication: |
2019
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Authors: | Boeuf, Benjamin ; Darveau, Jessica |
Published in: |
Journal of business ethics : JOBE. - Dordrecht : Springer, ISSN 0167-4544, ZDB-ID 868017-6. - Vol. 155.2019, 4, p. 1077-1099
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Subject: | Brand equity | Celebrity endorsement | Necro-advertising | Consumer perceived ethicality (CPE) | Signaling theory | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Unternehmensethik | Business ethics |
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Online Resource