Celebrities as brand shields : the role of parasocial relationships in dampening negative consequences from brand transgressions
Eugene Cheng-Xi Aw, Lauren I. Labrecque
| Year of publication: |
2023
|
|---|---|
| Authors: | Eugene Cheng-xi Aw ; Labrecque, Lauren I. |
| Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 52.2023, 3, p. 387-405
|
| Subject: | Markenführung | Brand management | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/00913367.2022.2066034 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014305452