Effectiveness of films, sport, celebrity or mascot to content in the advertising : a dilemma for global brands
Year of publication: |
2021
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Authors: | Srivastava, R. K. |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 5, p. 716-739
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Subject: | advertisement communication | advertising | content | film celebrities | Global brand | mascot | sport celebrities | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Markenführung | Brand management | Filmwirtschaft | Film industry | Werbung | Advertising | Sportmarketing | Sports marketing | Internationales Marketing | International marketing | Niederlande | Netherlands | Sportler | Athletes |
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