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Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective

Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organizati...

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Detalles Bibliográficos
Autores principales: Abdullah, Muhammad, Ghazanfar, Sidra, Ummar, Rakhshan, Shabbir, Rizwan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9496524/
https://www.ncbi.nlm.nih.gov/pubmed/36160567
http://dx.doi.org/10.3389/fpsyg.2022.910375

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