Sometimes a celebrity holding a negative public image is the best product endorser
Year of publication: |
2016
|
---|---|
Authors: | Sääksjärvi, Maria ; Hellén, Katarina ; Balabanis, George |
Published in: |
European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 50.2016, 3/4, p. 421-441
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand evaluation | Purchase intention | Self-esteem | Celebrity endorsement |
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