The impact of a celebrity endorser's credibility on consumer self-brand connection and brand evaluation
Year of publication: |
2014
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Authors: | Dwivedi, Abhishek ; McDonald, Robert E. ; Johnson, Lester W. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 21.2014, 7/8, p. 559-578
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Subject: | celebrity endorsement | endorser credibility | self-brand connection | brand evaluation | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Markenführung | Brand management |
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