Endorsement theory : how consumers relate to celebrity models
Year of publication: |
2008
|
---|---|
Authors: | Marshall, Roger ; Na, Woonbong ; State, Gabriel ; Deuskar, Sonali |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 48.2008, 4, p. 564-572
|
Subject: | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Kosmetik | Cosmetics | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement |
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