Authenticity in Advertising - Katja Leschnikowski - Bøker - Books On Demand - 9783839150238 - 9. mars 2010
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Katja Leschnikowski
Authenticity in Advertising

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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.

Media Bøker     Pocketbok   (Bok med mykt omslag og limt rygg)
Utgitt 9. mars 2010
ISBN13 9783839150238
Utgivere Books On Demand
Antall sider 192
Mål 146 × 10 × 207 mm   ·   235 g
Språk Engelsk  

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