An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity
Necro-advertising refers to the use of deceased celebrities in advertising. This practice offers unique advantages to brands that seek to benefit from positive associations with timeless celebrities at a more affordable cost than celebrity endorsement. Nevertheless, how consumers actually respond to...
| Authors: | ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2019
|
| In: |
Journal of business ethics
Year: 2019, Volume: 155, Issue: 4, Pages: 1077-1099 |
| Further subjects: | B
Necro-advertising
B celebrity endorsement B Consumer perceived ethicality (CPE) B Signaling theory B Brand equity |
| Online Access: |
Volltext (lizenzpflichtig) |
