Celebrity influences on consumer decision making : new insights and research directions
Year of publication: |
2019
|
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Authors: | Moraes, Marcela ; Gountas, John ; Gountas, Sandra ; Sharma, Piyush |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 35.2019, 13/14, p. 1159-1192
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Subject: | celebrity endorsements | celebrity influence | Celebrity marketing | human brand attachments | human brands | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image |
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