Effects of self-congruity and source credibility on consumer responses to coffeehouse advertising
Year of publication: |
January-March 2016
|
---|---|
Authors: | Yoon, Donghwan ; Kim, Youn-Kyung |
Published in: |
Journal of hospitality marketing & management. - Philadelphia, Pa. : Taylor & Francis, ISSN 1936-8623, ZDB-ID 2493700-9. - Vol. 25.2016, 1/2, p. 167-196
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Subject: | celebrity | print advertisement | restaurant advertising | self-congruity | source credibility | spokesperson | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Gastronomie | Restaurant industry | Celebrity-Werbung | Celebrity endorsement | Printwerbung | Print advertising | Markenführung | Brand management | Online-Marketing | Internet marketing |
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