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Language
English
English
Book
Paperback
Due to negative consumer reactions towards advertising, authenticity has become one of the key words...
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Libristo code: 01801030
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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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About the book
Full name
Authenticity in Advertising
Author
Katja Leschnikowski
Language
English
English
Binding
Book - Paperback
Date of issue
2010
Number of pages
192
EAN
9783839150238
ISBN
383915023X
Libristo code
01801030
Publishers
Books on Demand
Weight
236
Dimensions
148 x 210 x 10
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