The influence of spokesperson achievement on consumer goal pursuit : a dual-mechanism perspective
While highly successful spokespersons are ubiquitous in the marketplace, ordinary ones with lower domain achievements are increasingly being featured in sports and fitness-related marketing communication campaigns. This research involves exploring this emerging trend by examining how the spokesperso...
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| Format: | Thesis-Doctor of Philosophy |
| Language: | English |
| Published: |
Nanyang Technological University
2018
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| Online Access: | http://hdl.handle.net/10356/75733 |
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| Institution: | Nanyang Technological University |
| Language: | English |