The role of celebrities for the image of endorsed products
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DOI: 10.2478/picbe-2020-0080
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References listed on IDEAS
- Nistoreanu Puiu & Pelau Corina & Lazar Laura, 2019. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1079-1086, May.
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Keywords
celebrity endorsement; consumer; advertising; attention; eye-tracking; neuroscience; brand identity; human brands; social media; commitment;All these keywords.
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