A new model of how celebrity endorsements work : attitude toward the endorsement as a mediator of celebrity source and endorsement effects
Lars Bergkvist, Hanna Hjalmarson and Anne W. Mägi
| Year of publication: |
2016
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|---|---|
| Authors: | Bergkvist, Lars ; Hjalmarson, Hanna ; Mägi, Anne W. |
| 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. 35.2016, 2, p. 171-184
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| Subject: | advertising | marketing communications | celebrity endorsements | brand attitude | mediation analysis | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Werbung | Advertising | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2015.1024384 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011581100