The moderating influence of brand statues and source confirmation on third-party endorsement effects in advertising
Alex Wang; Darrel D. Muehling
| Year of publication: |
2012
|
|---|---|
| Authors: | Wang, Alex ; Muehling, Darrel D. |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 31.2012, 3, p. 605-622
|
| Subject: | Werbeplanung | Advertising planning | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Werbewirkung | Advertising effects |
| Extent: | Ill., graph. Darst |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009581782