Sometimes a celebrity holding a negative public image is the best product endorser
Year of publication: |
2016
|
---|---|
Authors: | Sääksjärvi, Maria ; Hellén, Katarina ; Balabanis, George |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 3/4, p. 421-441
|
Subject: | Brand evaluation | Purchace intention | Self-esteem | Celebrity endorsement | Celebrity-Werbung | Markenimage | Brand image | Werbewirkung | Advertising effects | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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