An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity
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DOI: 10.1007/s10551-017-3490-x
Abstract: Necro-advertising refers to the use of deceased celebrities in advertising. This practice offers unique advantages to brands that seek to benefit from positive associations with timeless celebrities at a more affordable cost than celebrity endorsement.… read more here.
Keywords: necro advertising; advertising; brand; moderating effect ... See more keywords