The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing
Celebrity endorsement has been regarded as an effective strategy for enterprises to implement sustainable marketing strategies. However, frequent use of celebrity ads renders consumers skeptical of the ads’ and celebrity’s profit-making intent, which may adversely affect the sustainable marketing of...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-08-01
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| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/12/15/6215 |