Authenticity in Advertising - Katja Leschnikowski - Books - Books On Demand - 9783839150238 - March 9, 2010
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Katja Leschnikowski
Authenticity in Advertising

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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.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released March 9, 2010
ISBN13 9783839150238
Publishers Books On Demand
Pages 192
Dimensions 146 × 10 × 207 mm   ·   235 g
Language English  

See all of Katja Leschnikowski ( e.g. Paperback Book )