Dilution and Enhancement of Celebrity Brands Through Sequential Movie Releases
Year of publication: |
2011
|
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Authors: | Luo, Lan ; Chen, Xinlei ; Han, Jeanie ; Park, C.W |
Publisher: |
[S.l.] : SSRN |
Subject: | Filmwirtschaft | Film industry | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image |
Extent: | 1 Online-Ressource (51 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: Journal of Marketing Research Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments September 1, 2009 erstellt |
Source: | ECONIS - Online Catalogue of the ZBW |
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