Does It Pay to Be Real? Understanding Authenticity in TV Advertising.
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| Title: | Does It Pay to Be Real? Understanding Authenticity in TV Advertising. |
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| Authors: | Becker, Maren (AUTHOR) maren.becker@wiso.uni-koeln.de, Wiegand, Nico (AUTHOR), Reinartz, Werner J. (AUTHOR) |
| Source: | Journal of Marketing. Jan2019, Vol. 83 Issue 1, p24-50. 27p. 4 Color Photographs, 1 Diagram, 11 Charts, 2 Graphs. |
| Database: | Business Source Ultimate |
| ISSN: | 00222429 |
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| DOI: | 10.1177/0022242918815880 |
