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...

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Autores principales: Leonardo Aureliano-Silva, Evandro Luiz Lopes, Otávio Bandeira De Lamônica Freire, Dirceu da Silva
Formato: article
Lenguaje:EN
PT
Publicado: FUCAPE Business School 2015
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Acceso en línea:https://doaj.org/article/625c643898cc4899b2ae5773079b2087
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