Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

Autor:	Shiyun Tian, Weiting Tao, Wan-Hsiu Sunny Tsai, Cheng Hong
Rok vydání:	2021
Předmět:	Marketing Meaning (philosophy of language) Communication Brand awareness Association type Advertising Valence (psychology) Psychology Social psychology Co-branding
Zdroj:	International Journal of Advertising. 41:1017-1037
ISSN:	1759-3948 0265-0487
DOI:	10.1080/02650487.2021.1940059
Popis:	Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to inf...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::a939e8ed113fbd6c34b40e37eedf8694 https://doi.org/10.1080/02650487.2021.1940059 Zobrazit plný text záznamu