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Focusing on the role of advertising spokespersons, this book explores the multifaceted concept of authenticity in advertising, driven by consumer demand for genuine representation. It delves into theoretical discussions and empirical research to dissect the complexities of authenticity. Additionally, it offers practical managerial insights on effectively integrating authenticity into advertising strategies, making it a valuable resource for marketers aiming to enhance consumer trust and engagement.
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Authenticity in Advertising, Katja Leschnikowski
- Language
- Released
- 2010
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- (Paperback)
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