A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2015.1024384
Reference59 articles.
1. Consumer Evaluations of Brand Extensions
2. Exploring the relationship between celebrity endorser effects and advertising effectiveness
3. The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?
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