Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models
AbstractPrimarily originating from characters (models) in a story, empathy is essential for enhancing the effectiveness of marketing communications with the condition that concept-based realism is practiced. However, previous literature primarily considered celebrities when investigating the relatio...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2023-12-01
|
| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2023.2234145 |