Impact of celebrity endorser's source credibility on attitude towards advertisements and brands
Year of publication: |
2013
|
---|---|
Authors: | Bhatt, Nishith ; Jayswal, Rachita M. ; Patel, Jayesh D. |
Published in: |
South Asian journal of management : SAJM. - Hyderabad : AMDISA, ISSN 0971-5428, ZDB-ID 2446149-0. - Vol. 20.2013, 4, p. 74-95
|
Subject: | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Werbung | Advertising | Markenführung | Brand management | Glaubwürdigkeit | Credibility |
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