Celebrity co-creator or celebrity endorser? : exploring mediating and moderating factors in Marcom decision
Year of publication: |
2024
|
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Authors: | Roy, Subhadip ; Mishrab, Aditya Shankar ; Bailey, Ainsworth Anthony |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 41.2024, 4, p. 802-818
|
Subject: | celebrity co-creator | celebrity endorsements | co-creation | experimental design | India | Celebrity-Werbung | Celebrity endorsement | Kundenintegration | Customer integration | Werbewirkung | Advertising effects | Indien |
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