A strategic view of celebrity endorsements through the attachment lens
Year of publication: |
2020
|
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Authors: | Saldanha, Natalya ; Mulye, Rajendra ; Rahman, Kaleel |
Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 28.2020, 5, p. 434-454
|
Subject: | Attachment | brands | celebrity endorsement | meaning-transfer | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image |
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