The Consumer's Perception of the Emotional Authenticity of an Advertising Spokesperson - Theoretical Discussion and Qualitative Study

Leschnikowski, Katja; Krohmer, Harley (2010). The Consumer's Perception of the Emotional Authenticity of an Advertising Spokesperson - Theoretical Discussion and Qualitative Study. In: Proceedings of the AMA Winter Educators' Conference 2010 (Branding and Communication competitive track), 19.-22.2.2010, New Orleans, Louisiana/USA. Chicago: American Marketing Association AMA

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Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing
UniBE Contributor:	Leschnikowski, Katja, Krohmer, Harley
Publisher:	American Marketing Association AMA
Language:	English
Submitter:	Factscience Import
Date Deposited:	04 Oct 2013 14:15
Last Modified:	05 Dec 2022 14:03
URI:	https://boris.unibe.ch/id/eprint/3912 (FactScience: 208012)