The effects of spokes-characters' personalities of food products on source credibility
Year of publication: |
2011
|
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Authors: | Kyung, Hobin ; Kwon, Ohyoon ; Sung, Yongjun |
Published in: |
Journal of food products marketing. - Binghamton, NY : Food Products Pr., ISSN 1045-4446, ZDB-ID 1132941-5. - Vol. 17.2011, 1, p. 65-78
|
Subject: | Ernährungsindustrie | Food industry | Werbeplanung | Advertising planning | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour |
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