Impact of celebrity endorsements and brand mascots on consumer buying behavior
Year of publication: |
2014
|
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Authors: | Malik, Garima ; Guptha, Ch. Abhinav |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 27.2014, 2, p. 128-143
|
Subject: | Celebrity endorsement | physical attractiveness | source credibility | congruence | customer purchase intention | customer attitude | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenführung | Brand management |
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