Gender Influence on the Perception of Celebrity Endorsement

Publicado en línea: 15 jun 2020

Páginas: 13 - 23

Recibido: 01 mar 2020

Aceptado: 01 may 2020

DOI: https://doi.org/10.2478/sues-2020-0009

Palabras clave

celebrity endorsement, advertising, gender, signal strategy, consumer, attention, buying decision, brand identity, human brands, social media, commitment

© 2020 Laura Lazăr, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.