Moral character effects in endorser perception
This research consists of two experimental studies investigating the influence of moral character on endorser perception, and the influence of perceiver characteristics on tarnished endorser perception and brand evaluations. Perceiver characteristics are discussed from the perspectives of dispositio...
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| Format: | Article |
| Language: | English |
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Sciendo
2017-06-01
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| Series: | Management şi Marketing |
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| Online Access: | http://www.degruyter.com/view/j/mmcks.2017.12.issue-2/mmcks-2017-0011/mmcks-2017-0011.xml?format=INT |