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About The Book
Description
Author
Due to negative consumer reactions towards advertising authenticity has become one of the key words in advertising. This book discusses authenticity in advertising by focussing on the authenticity of an advertising spokesperson. It shows that authenticity is a complex construct that consists of different facets.These facets are theoretically discussed and empirically studied by empirical research. This book provides managerial implications on how to succesfully implement authenticity in advertising.
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Details
ISBN 13
9783839150238
Publication Date
-09-03-2010
Pages
-192
Weight
-240 grams
Dimensions
-148x210x10.35 mm
