The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus just...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2015-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123041058003 |