Do celebrity endorsements benefit familiar luxury brands? : a perspective from social adaptation theory
Year of publication: |
2020
|
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Authors: | Park, Sun-Young ; Yim, Mark Yi-Cheon |
Published in: |
Journal of current issues and research in advertising. - Abingdon, Oxon : Routledge, Taylor & Francis Group, ISSN 2164-7313, ZDB-ID 2070081-7. - Vol. 41.2020, 1, p. 20-35
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Subject: | Markenartikel | Brand | Luxusgüter | Luxury goods | Celebrity-Werbung | Celebrity endorsement | Markenführung | Brand management |
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