How Influential are Corporate Credibility and Endorser Attractiveness When Innovators React to Advertisements for a New High-Technology Product?

Corporate Reputation Review

Volumn 7, Issue 1, 2004, Pages 24-36

  Lafferty, Barbara A ^a   Goldsmith, Ronald E ^b  

^a UNIVERSITY OF SOUTH FLORIDA   (United States)

^b FLORIDA STATE UNIVERSITY   (United States)

Author keywords

advertising; brand; communications; corporate branding; e communication; identity; image; intangibles; philanthropy; positioning; reputation; stakeholder

Indexed keywords

EID: 33745942224     PISSN: 13633589     EISSN: 14791889     Source Type: Journal    
DOI: 10.1057/palgrave.crr.1540209     Document Type: Article

References (0)