Description
Due to negative consumer reactions towards advertising, authenticity has become one of the key words in advertising. This book discusses authenticity in advertising by focussing on the authenticity of an advertising spokesperson. It shows that authenticity is a complex construct that consists of different facets. These facets are theoretically discussed and empirically studied by empirical research. This book provides managerial implications on how to succesfully implement authenticity in advertising. Katja Leschnikowski is an Assistant Professor of Marketing at the Institute of Marketing and Management at the University of Bern in Switzerland. She obtained her PhD in Management Economics at the University of Bern in Switzerland.
