How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions
Year of publication: |
2015
|
---|---|
Authors: | Erfgen, Carsten ; Sattler, Henrik ; Schnittka, Oliver |
Published in: |
Journal of business economics : JBE. - Berlin : Springer, ISSN 0044-2372, ZDB-ID 201074-4. - Vol. 85.2015, 5, p. 479-504
|
Subject: | Brand management | Brand extensions | Celebrity endorsement | Similarity | Purchase risk | Markenführung | Markentransfer | Brand extension | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenartikel | Brand |
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