Ethnic brand identity work : responding to authenticity tensions through celebrity endorsement in brand digital self-presentation
Year of publication: |
2022
|
---|---|
Authors: | Chatzopoulou, Elena ; Navazhylava, Kseniya |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 142.2022, p. 974-987
|
Subject: | Authenticity | Brand identity work | Brand self-presentation | Celebrity endorsement | Digital media | Ethnicity | Markenführung | Brand management | Celebrity-Werbung | Ethnische Gruppe | Ethnic group | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Digitale Medien | Markenartikel | Brand |
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