Celebrity endorsement, self-brand connection and consumer-based brand equity
Year of publication: |
2015
|
---|---|
Authors: | Dwivedi, Abhishek ; Johnson, Lester W. ; McDonald, Robert E. |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 24.2015, 5, p. 449-461
|
Subject: | SEM | USA | Moderation | Celebrity endorsement | Brand equity | Self-brand connection | Celebrity-Werbung | Markenimage | Brand image | Werbewirkung | Advertising effects | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
-
Dwivedi, Abhishek, (2014)
-
Burnasheva, Regina, (2022)
-
Revisiting the match-up hypothesis : effects of brand-incongruent celebrity endorsements
Törn, Fredrik, (2012)
- More ...
-
Dwivedi, Abhishek, (2014)
-
Celebrity endorsements, self-brand connection and relationship quality
Dwivedi, Abhishek, (2016)
-
Celebrity endorsement, self-brand connection and consumer-based brand equity
Dwivedi, Abhishek, (2015)
- More ...