Use of celebrity and non-celebrity persons in B2B advertisements : effects on attention, recall, and hedonic and utilitarian attitudes
Jodie L. Ferguson, Mayoor Mohan
| Year of publication: |
2020
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|---|---|
| Authors: | Ferguson, Jodie L. ; Mohan, Mayoor |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 89.2020, p. 594-604
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| Subject: | B2B | Advertising | Celebrity | Eye-tracking | Attitudes | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | B-to-B-Marketing | Business-to-business marketing | Konsumentenverhalten | Consumer behaviour | Werbung | Lieferantenmanagement | Supplier relationship management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2019.02.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012291393