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portada authenticity in advertising
Type
Physical Book
Author
Publisher
Year
2010
Language
English
Pages
192
Format
Paperback
Dimensions
21x14.8x1 cm
Weight
0.24 kg.
ISBN
383915023x
ISBN13
9783839150238
Categories

authenticity in advertising

Katja Leschnikowski (Author) · Books on Demand · Paperback

authenticity in advertising - Leschnikowski, Katja

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Synopsis "authenticity in advertising"

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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The binding of this edition is Paperback.

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