Conveying brand authenticity through television advertising in a transmedia world
Author:
Affiliation:
1. Marketing, University of Strasbourg, CREGO (EA 7317) – University of Haute-Alsace, Mulhouse Cedex, France
2. Marketing, University of Haute-Alsace, CREGO (EA 7317), Mulhouse Cedex, France
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/0267257X.2023.2276249
Reference95 articles.
1. Aaker, D. A. (1991). Managing brand equity. The Free Press.
2. Dimensions of Brand Personality
3. Dimensions of Consumer Expertise
4. Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis
5. The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand
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