Authenticity in Advertising: Design and Success Factors - Couverture souple

Leschnikowski, Katja

 
9783839150238: Authenticity in Advertising: Design and Success Factors
Couverture souple
ISBN 10 : 383915023X ISBN 13 : 9783839150238
Editeur : Books on Demand, 2010

Synopsis

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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À propos de l?auteur

Katja Leschnikowski is an Assistant Professor of Marketing at the Institute of Marketing and Management at the University of Bern in Switzerland. She obtained her PhD in Management Economics at the University of Bern in Switzerland.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Books on Demand
Date d'édition
2010
Langue
anglais
ISBN 10 
383915023X
ISBN 13 
9783839150238
Reliure
Broché
Nombre de pages
192
Coordonnées du fabricant
non disponible
Personne responsable
J. Lindeberg AB
www.jlindeberg.com

Stadsgårdshamnen 24
Stockholm
116 45
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