Measuring celebrity equity : unearthing the consumer knowledge structure associations
Mandeep Kaur Ghuman, Yadvinder Parmar, Bikram Jit Singh Mann
| Year of publication: |
2021
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|---|---|
| Authors: | Kaur Ghuman, Mandeep ; Parmar, Yadvinder ; Mann, Bikram Jit Singh |
| Published in: |
Global business review. - New Delhi [u.a.] : SAGE Publ., ISSN 0973-0664, ZDB-ID 2211884-6. - Vol. 22.2021, 3, p. 797-820
|
| Subject: | Celebrity endorsement | celebrity associations | Brand Concept Maps | human brand | celebrity equity | India | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Indien | Markenimage | Brand image | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0972150918818604 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012591520