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Journals
Proceedings of the International Conference on Business Excellence
Volume 14 (2020): Issue 1 (July 2020)
Open Access
The role of celebrities for the image of endorsed products
Adriana Opris
Adriana Opris
Bucharest University of Economic Studies
Bucharest, Romania
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Opris, Adriana
,
Corina Pelau
Corina Pelau
Bucharest University of Economic Studies
Bucharest, Romania
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Pelau, Corina
and
Laura Lazar
Laura Lazar
Bucharest University of Economic Studies
Bucharest, Romania
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Lazar, Laura
Jul 27, 2020
Proceedings of the International Conference on Business Excellence
Volume 14 (2020): Issue 1 (July 2020)
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Published Online:
Jul 27, 2020
Page range:
838 - 846
DOI:
https://doi.org/10.2478/picbe-2020-0080
Keywords
celebrity endorsement
,
consumer
,
advertising
,
attention
,
eye-tracking
,
neuroscience
,
brand identity
,
human brands
,
social media
,
commitment
© 2020 Adriana Opris et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
