| Autor: |
Bruce L. Alford, Obinna Obilo, David A. Locander |
| Rok vydání: |
2018 |
| Předmět: |
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| Zdroj: |
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319991801 |
| DOI: |
10.1007/978-3-319-99181-8_5 |
| Popis: |
This research explores the concept of endorser transgressions and its effects on the endorsed brands. Further exploring the meaning transfer model, which suggests that the positive traits of endorsers are transferred unto the consumer goods which they endorse, we explore whether the opposite principle holds true; do the negative traits associated with a transgressing endorser transfer unto the brands they endorse. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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