Warmth effect in advertising: the effect of male endorsers’ warmth on brand attitude
Sign Up to like & getrecommendations! Published in 2020 at "International Journal of Advertising"
DOI: 10.1080/02650487.2020.1763089
Abstract: Abstract Prior literature in advertising tends to view warmth as an emotion arises from relationships between two or more characters in a commercial (e.g. lovers or family members), while little attention has been paid to… read more here.
Keywords: male endorsers; advertising; effect; brand ... See more keywords