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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Authenticity in Advertising
• Subtitle: Design and Success Factors
• Author: Katja Leschnikowski
• Language: English
• Binding: Paperback
• Number of pages: 192
• EAN: 9783839150238
• ISBN: 383915023X
• ID: 01801030
• Publisher: Books on Demand
• Weight: 236 g
• Dimensions: 210 × 148 × 10 mm
• Date of publishing: 09. March 2010

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