KOREASCHOLAR

BRAND AUTHENTICITY AND CREDIBILITY IN CELEBRITY ENDORSED ADVERTISING: EVIDENCE FROM ITALY

Silvia Ranfagni, Claudio Becagli, Lamberto Zollo, Riccardo Rialti, Sukki Yoon
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400796
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.457-458
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
brand authenticitybrand credibilitybrand equitycelebrity endorsementmarketing communicationmediation analysis
Author
  • Silvia Ranfagni(University of Florence, Italy)
  • Claudio Becagli(University of Florence, Italy)
  • Lamberto Zollo(University of Florence, Italy)
  • Riccardo Rialti(University of Florence, Italy) Corresponding author
  • Sukki Yoon(Bryant University, United States of America)