Impact of celebrity endorsment on brand image : a communication process perspective on 30 years of empirical research
Year of publication: |
2013
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Authors: | Erfgen, Carsten |
Published in: |
International journal of marketing : IJM ; formerly Der Markt. - Wien : Verl. Österreich, ISSN 2306-7217, ZDB-ID 2715116-5. - Vol. 52.2013, 3/4, p. 127-137
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Subject: | celebrity endorsement | advertising | brand image | communication process | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Advertising |
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