Persuadability of celebrity brand endorsements : socio-economic and cultural perspective
Kim Anne Menezes, Suku Bhaskaran and Itika Yadav
Year of publication: |
2019
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Authors: | Menezes, Kim Anne ; Bhaskaran, Suku ; Yadav, Itika |
Published in: |
International journal of business and globalisation : IJBG. - Genève [u.a.] : Inderscience Enterprises, ISSN 1753-3627, ZDB-ID 2416804-X. - Vol. 23.2019, 1, p. 69-87
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Subject: | celebrity endorsement | source attractiveness | source likeability | source credibility | persuadability | belief transferance | culture | India | Indien | Celebrity-Werbung | Celebrity endorsement | Markenführung | Brand management | Werbewirkung | Advertising effects |
Saved in:
Online Resource