The influence of social media celebrity endorsement on beer and wine purchase behaviour
Year of publication: |
2023
|
---|---|
Authors: | Calvo-Porral, Cristina ; Rivaroli, Sergio ; Orosa-González, Javier |
Published in: |
International journal of wine business research. - Bradford : Emerald, ISSN 1751-1070, ZDB-ID 2279092-5. - Vol. 35.2023, 3, p. 390-412
|
Subject: | Alcoholic drinks | Beer | Celebrity endorsement | Consumer behaviour | Marketing | Purchase behaviour | Social media | Structural equation models | Survey research | Wine | Celebrity-Werbung | Wein | Social Web | Social web | Konsumentenverhalten | Bier | Alkoholkonsum | Alcohol consumption | Werbewirkung | Advertising effects |
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