Celebrity endorsement : a competitive tool for brand positioning
Year of publication: |
2009
|
---|---|
Authors: | Muruganantham, G. ; Kaliyamoorthy, S. |
Published in: |
International journal of value chain management : IJVCM. - Olney, Bucks. : Inderscience Enterprises, ISSN 1741-5357, ZDB-ID 2193393-5. - Vol. 3.2009, 4, p. 386-400
|
Subject: | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Konsumentenverhalten | Consumer behaviour | Indien | India |
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