Celebrities in advertising: The influence of aligning celebrity’s characteristics with the product and how it affects consumer behavior
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| Author: | Candrawulan Wiranatakusumah |
|---|---|
| URN: | urn:nbn:de:bsz:950-opus-13555 |
| Document Type: | Master's Thesis |
| Language: | German |
| Date of Publication (online): | 2011/07/13 |
| Publishing Institution: | Hochschule Nürtingen-Geislingen |
| Release Date: | 2011/07/13 |
| Tag: | Advertisement; Endorser; communication management |
| GND Keyword: | Werbung |
| Institutes: | HfWU Akademie / "Management and Finance" und "Management and Real Estate" (IFX), Master Extern |
| DDC-Class: | 300 Sozialwissenschaften / 330 Wirtschaft |