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Testimoniales, endorsements y celebrities en publicidad. Un análisis empírico de las estrategias publicitarias en el Festival de Cannes, 2010-2020
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References

  • 2019Content Analysis: An Introduction to Its Methodology15,420 cited
  • 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research7,540 cited
  • 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity4,788 cited
  • 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement4,602 cited
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  • 1951The Influence of Source Credibility on Communication Effectiveness3,538 cited
  • 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
  • 1999Celebrity Endorsement: A Literature Review1,734 cited
  • 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective1,316 cited
  • 1990Culture and Consumption1,058 cited
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  • 1979Endorser Effectiveness by Product Type816 cited
  • 2004Celebrity Politicians: Popular Culture and Political Representation629 cited
  • 2016Celebrity endorsements: a literature review and research agenda514 cited
  • 2000Trabajo, consumismo y nuevos pobres483 cited

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  • 1989Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility376 cited
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