Celebrity endorsers' performance on the “ground” and on the “floor”
Year of publication: |
2013
|
---|---|
Authors: | Nicolau, Juan ; Santa-María, María |
Published in: |
Marketing Letters. - Springer. - Vol. 24.2013, 2, p. 143-149
|
Publisher: |
Springer |
Subject: | Firm value | Diminishing sensitivity | Loss aversion | Tennis | Endorsement | Celebrity endorser |
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