Sökning: "Paul Van Caenegem"

Hittade 1 uppsats innehållade orden Paul Van Caenegem.

  1. 1. The Intention Of China’s Generation-Y To Abandon A Brand After A Celebrity Endorsement Scandal: A Theory Of Planned Behavior Approach

    Magister-uppsats, Jönköping University

    Författare :Paul Van Caenegem; Yajun Liang; [2022]
    Nyckelord :Theory of Planned Behavior; Celebrity endorsements; Celebrity Scandals; China s Generation-Y;

    Sammanfattning : Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. LÄS MER