Traditional vs natural celebrity endorsements: an empirical investigation of their impact on brand attitude, purchasing intent and willingness to pay
This study aims to assess the relative effectiveness of different types of endorsement contexts, those being traditional (ad, product placement) and natural-brand endorsement in terms of brand attitude, purchasing intent and willingness to pay. Moreover, it assesses if correspondence bias and suspic...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10362/143089 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/143089 |