Endorsements beyond mainstream : an investigation of the prevalence of typical celebrity endorsements and the potential of unconventional endorsement strategies
Year of publication: |
2015
|
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Authors: | Schimmelpfennig, Christian |
Publisher: |
St. Gallen : Univ. |
Subject: | Marketing | Anzeigenwerbung | Werbestrategie | Markenführung | Werbetestimonials | Anzeigenstrategie | Markenpositionierung | Branding | Endorsements | Celebrity Endorsements | Advertising Strategy | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Brand management |
Extent: | Online-Ressource (IX, 208 S.) Ill., graph. Darst. |
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Series: | Dissertationen / Universität St. Gallen ; No. 4369 |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Hochschulschrift ; Thesis |
Language: | English |
Thesis: | St. Gallen, Univ., Diss., 2014 |
Notes: | Zsfassung in dt. und engl. Sprache Systemvoraussetzungen: Acrobat Reader |
Source: | ECONIS - Online Catalogue of the ZBW |
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