Effects of negative brand information : measuring impact of celebrity identification and brand commitment
Nam-Hyun Um
| Year of publication: |
2013
|
|---|---|
| Authors: | Um, Nam-hyun |
| Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 26.2013, 2, p. 68-79
|
| Subject: | Advertising | brand image | consumer behavior | consumer responses | brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Markenartikel | Brand | Markenführung | Brand management | Werbung | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010189542