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Moral character effects in endorser perception

Management & Marketing

Volume 12 (2017): Issue 2 (June 2017)

By: Joseph W. Chang

Open Access

|Aug 2017

Articles in this issue

DOI: https://doi.org/10.1515/mmcks-2017-0011 | Journal eISSN: 2069-8887 (formerly 1842-0206) | Journal ISSN: 1842-0206

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Language: English

Page range: 171 - 188

Published on: Aug 22, 2017

Published by: Society for Business Excellence

In partnership with: Paradigm Publishing Services

Keywords:

dispositional tendency,

innate moral intuition,

moral character,

celebrity endorser,

brand evaluation

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Entrepreneurship

© 2017 Joseph W. Chang, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 12 (2017): Issue 2 (June 2017)