Authenticity in Advertising: Design and Success Factors - Softcover

Leschnikowski, Katja

 
9783839150238: Authenticity in Advertising: Design and Success Factors
Softcover
ISBN 10: 383915023X ISBN 13: 9783839150238
Verlag: BoD – Books on Demand, 2010

Inhaltsangabe

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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Über die Autorin bzw. den Autor

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.

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Verlag
BoD – Books on Demand
Erscheinungsdatum
2010
Sprache
Englisch
ISBN 10 
383915023X
ISBN 13 
9783839150238
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
192
Kontakt zum Hersteller
Books on Demand GmbH
bod@bod.ch

Überseering 33
Hamburg
22297
Deutschland