The relative effectiveness of endorsers : the identity badge of CEOs and founders versus the attractiveness of celebrities
Year of publication: |
2019
|
---|---|
Authors: | Agnihotri, Arpita ; Bhattacharya, Saurabh |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 59.2019, 3, p. 357-369
|
Subject: | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects |
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