Big names and small price tags : an analysis of celebrity endorsement on consumers' perceptions of price, quality, and intent to purchase
Year of publication: |
2022
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Authors: | Bennett, Delancy H. S. ; Anaza, Nwamaka A. ; Andonova, Yana |
Published in: |
Journal of marketing theory and practice : JMTP. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1944-7175, ZDB-ID 2070142-1. - Vol. 30.2022, 2, p. 154-171
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Subject: | Celebrity-Werbung | Celebrity endorsement | Preis | Price | Produktqualität | Product quality | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | USA | United States |
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