Understanding meaning transfer in celebrity endorsements : a qualitative exploration
Year of publication: |
2016
|
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Authors: | Jain, Varsha ; Roy, Subhadip |
Published in: |
Qualitative market research : an international journal. - Bingley : Emerald Group Publishing Limited, ISSN 1352-2752, ZDB-ID 1463146-5. - Vol. 19.2016, 3, p. 266-286
|
Subject: | India | Qualitative research | Meaning transfer | Celebrity endorsements | Conceptual model | Indien | Celebrity-Werbung | Celebrity endorsement | Qualitative Methode | Qualitative method | Werbewirkung | Advertising effects |
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