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Der Fußballstar als Marke : Determinanten der Markenbildung am Beispiel von Lukas Podolski

Huber, Frank (contributor); Meyer, Frederik (contributor) - 2008

Zur Relevanz des Aufbaus einer Marke Fußballprofi -- Begriffsdefinitionen und theoretische Grundlagen zur Marke Fußballer -- Konzeptualisierung eines Untersuchungsmodells zur Erklärung der Einstellungsbildung zum Fußballspieler -- Empirische Studie zur Überprüfung des Modells zur...

Persistent link: https://www.econbiz.de/10014014564

The role of brand silence and nostalgia in revitalizing traditional skincare products with advertising and celebrity endorsement strategy as a mediator

Tripathi, Vibhuti; Chandra, Tarunija - In: The journal of business and economic studies 26 (2023) 2, pp. 72-108

traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity … traditional skincare products. Advertising and celebrity endorsement strategy was found to have a significant mediating effect on …

Persistent link: https://www.econbiz.de/10014288866

Der Fußballstar als Marke : Determinanten der Markenbildung am Beispiel von Lukas Podolski

Huber, Frank; Meyer, Frederik - 2008 - 1. Aufl.

Persistent link: https://www.econbiz.de/10003627795

Consumer perceptions of credibility and selling intent among advertisements, advertorials, and editorials : a persuasion knowledge model approach

Attaran, Sharmin; Notarantonio, Elaine M.; Quigley, … - In: Journal of promotion management : JPM 21 (2015) 6, pp. 703-720

Persistent link: https://www.econbiz.de/10011433639

Perception of television advertising from China's young generation

Li, Lijie; Scaringella, Laurent - In: The journal of applied business research 30 (2014) 4, pp. 1031-1052

Persistent link: https://www.econbiz.de/10010400629

Ad authenticity : an alternative explanation of advertising's effect on established brand attitudes

Miller, Felicia M. - In: Journal of current issues and research in advertising : … 36 (2015) 2, pp. 177-194

Persistent link: https://www.econbiz.de/10011304682

Credibility of a peer endorser and advertising effectiveness

Munnukka, Juha; Uusitalo, Outi; Toivonen, Hanna - In: The journal of consumer marketing 33 (2016) 3, pp. 182-192

Persistent link: https://www.econbiz.de/10011523182

Celebrity vs. influencer endorsements in advertising : the role of identification, credibility, and Product-Endorser fit

Schouten, Alexander P.; Janssen, Loes; Verspaget, Maegan - In: International journal of advertising : the review of … 39 (2020) 2, pp. 258-281

Persistent link: https://www.econbiz.de/10012200481

The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation : study on consumers of Korea cosmetic product

Nugroho, Santi Duwi Putri; Rahayu, Mintarti; Hapsari, … - 2022

Persistent link: https://www.econbiz.de/10013398015

Does celebrity image congruence influences brand attitude and purchase intention?

Paul, Justin; Bhakar, Shailja - In: Journal of promotion management : JPM 24 (2018) 2, pp. 153-177

Persistent link: https://www.econbiz.de/10011875367