Enhancing brand credibility via celebrity endorsement : trustworthiness trumps attractiveness and expertise
Stephen W. Wang, Angeline Close Scheinbaum
| Year of publication: |
March 2018
|
|---|---|
| Authors: | Wang, Stephen W. ; Scheinbaum, Angeline Close |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 58.2018, 1, p. 16-32
|
| Subject: | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2017-042 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011875514