Celebrity influence on word of mouth : the interplay of power states and power expectations
Veronica L. Thomas, Kendra Fowler, Christina Saenger
| Year of publication: |
2020
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|---|---|
| Authors: | Thomas, Veronica L. ; Fowler, Kendra ; Saenger, Christina |
| Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 31.2020, 1, p. 105-120
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| Subject: | Celebrity endorsement | Word of mouth | Power | Compensatory consumer behavior | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-020-09513-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012229427