Should we hire David Beckham to endorse our brand? : contextual interference and consumer memory for brands in a celebrity's endorsement portfolio
Year of publication: |
2013
|
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Authors: | Kelting, Katie ; Rice, Dan Hamilton |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 30.2013, 7, p. 602-613
|
Subject: | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Experiment | USA | United States |
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