A strategic view of celebrity endorsements through the attachment lens
Natalya Saldanha, Rajendra Mulye and Kaleel Rahman
| Year of publication: |
2020
|
|---|---|
| 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 |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2018.1534877 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012313911