Dilution and enhancement of celebrity brands through sequential movie releases
Year of publication: |
2010
|
---|---|
Authors: | Luo, Lan ; Chen, Xinlei ; Han, Jeanie ; Park, C. Whan |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 47.2010, 6, p. 1114-1128
|
Subject: | Markenführung | Brand management | Künstler | Artists | Werbewirkung | Advertising effects | Marktforschung | Market research | 1993-2005 |
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