The role of celebrities for the image of endorsed products

Publié en ligne: 27 juil. 2020

Pages: 838 - 846

DOI: https://doi.org/10.2478/picbe-2020-0080

Mots clés

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.