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Keywords: Internal endorsement
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Journal Articles
Qualitative Market Research: An International Journal (2020) 23 (2): 241–264.
Published: 12 February 2020
...Valérie Zeitoun; Geraldine Michel; Nathalie Fleck Purpose This paper aims to clarify the persuasion mechanism of chief executive officers (CEOs) and employees as endorsers of brand advertising and helps discern consumer attitudes toward internal endorsement. Design/methodology/approach...
