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Authenticity in Advertising

  • Kartonierter Einband
  • 192 Seiten
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Due to negative consumer reactions towards advertising, authenticity has become one of the key words in advertising. This book dis... Weiterlesen
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Beschreibung

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.

Autorentext

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.

Produktinformationen

Titel: Authenticity in Advertising
Untertitel: Design and Success Factors
Autor:
EAN: 9783839150238
ISBN: 383915023X
Format: Kartonierter Einband
Anzahl Seiten: 192
Gewicht: 284g
Größe: H212mm x B152mm x T20mm
Jahr: 2010