The Effectiveness of Celebrity Endorsement in Aspiring New Celebrities : Examining the Effects of Brand, Congruence, Charisma and Overexposure
Year of publication: |
2018
|
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Authors: | Freire, Otavio |
Other Persons: | Quevedo-Silva, Filipe (contributor) ; Senise, Diego (contributor) ; Scrivano, Pedro (contributor) |
Publisher: |
[2018]: [S.l.] : SSRN |
Subject: | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
Extent: | 1 Online-Ressource (16 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: Otávio Freire, Filipe Quevedo-Silva, Diego Senise, Pedro Scrivano, (2018) "The Effectiveness of Celebrity Endorsement in Aspiring New Celebrities: Examining the Effects of Brand, Congruence, Charisma and Overexposure", RAUSP Management Journal, Vol. 53 Issue: 3, pp. 289-303 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments August 25, 2018 erstellt |
Classification: | M31 - Marketing ; M37 - Advertising |
Source: | ECONIS - Online Catalogue of the ZBW |
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