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

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

Silvia Ranfagni, Claudio Becagli, Lamberto Zollo, Riccardo Rialti, Sukki Yoon

언어ENG
URLhttps://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)

키워드

brand authenticity brand credibility brand equity celebrity endorsement marketing communication mediation analysis

저자

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)

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