Defending brands : effects of alignment of spokescharacter personality traits and corporate transgressions on brand trust and attitudes
Year of publication: |
2013
|
---|---|
Authors: | Folse, Judith Anne Garretson ; Burton, Scot ; Netemeyer, Richard G. |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 42.2013, 4, p. 331-342
|
Subject: | Markenimage | Brand image | Verbrauchereinstellung | Consumer attitudes | Zahlungsbereitschaftsanalyse | Willingness to pay |
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