How long does celebrity meaning transfer last? : delayed effects and the moderating roles of brand experience, celebrity liking, and age
Johannes Knoll, Jörg Matthes, Andrea Münch and Migena Ostermann
| Year of publication: |
2017
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| Authors: | Knoll, Johannes ; Matthes, Jörg ; Münch, Andrea ; Ostermann, Migena |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 4, p. 588-612
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| Subject: | celebrity endorsement | meaning transfer | brand image | propositional learning | longer-term effects | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2016.1213062 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011849128