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...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2023-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2023.2234145 |
