How a smile can make a difference : enhancing the persuasive appeal of celebrity endorsers : boosting consumer perceptions of celebrity genuineness through the use of a "Duchenne smile" in advertising
Jasmina Ilicic, Alicia Kulczynski, Stacey M. Baxter
| Year of publication: |
March 2018
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|---|---|
| Authors: | Ilicic, Jasmina ; Kulczynski, Alicia ; Baxter, Stacey M. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 58.2018, 1, p. 51-64
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| Subject: | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Celebrity endorsement | Werbung | Advertising | Markenführung | Brand management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2016-003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011875516