Examining the impact of celebrity endorsements across consumer segments : an empirical study of Tiger Woods' endorsement effect on golf equipment
Year of publication: |
June 2018
|
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Authors: | Derdenger, Timothy P. |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 29.2018, 2, p. 123-136
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Subject: | Celebrity endorsements | Information asymmetry | Tiger Woods | Regression discontinuity | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Sportler | Athletes |
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