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Authenticity in Advertising: Design and Success Factors

Authenticity in Advertising: Design and Success Factors

Paperback

Marketing

ISBN10: 383915023X
ISBN13: 9783839150238
Publisher: Bod - Books on Demand
Published: Mar 9 2010
Pages: 192
Weight: 0.52
Height: 0.41 Width: 5.83 Depth: 8.27
Language: English
Due to negative consumer reactions towards advertising, authenticity has become one of the key words in advertising. This book discusses authenticity in advertising by focussing on the authenticity of an advertising spokesperson. It shows that authenticity is a complex construct that consists of different facets. These facets are theoretically discussed and empirically studied by empirical research. This book provides managerial implications on how to succesfully implement authenticity in advertising.

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