Authenticity in Advertising: Design and Success Factors
Language: English
Published by Bod - Books on Demand, 2010
- Softcover
- New

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- Title
- Authenticity in Advertising: Design and Success Factors
- Author
- Leschnikowski, Katja
- Publisher
- Bod - Books on Demand
- Publication year
- 2010
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 383915023X
- ISBN 13
- 9783839150238
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.
"Synopsis" may belong to another edition of this title.
About the Author
Katja Leschnikowski is an Assistant Professor of Marketing at the Institute of Marketing and Management at the University of Bern in Switzerland. She obtained her PhD in Management Economics at the University of Bern in Switzerland.
"About the title" may belong to another edition of this title.
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