The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship
Year of publication: |
2021
|
---|---|
Authors: | Singh, Ramendra Pratap ; Banerjee, Neelotpaul |
Published in: |
IIMB management review. - Bangalore : IIMB, ISSN 0970-3896, ZDB-ID 2413253-6. - Vol. 33.2021, 2, p. 119-132
|
Subject: | Celebrity credibility | Brand credibility | Brand equity | Relationship continuity expectation | Markenimage | Brand image | Glaubwürdigkeit | Credibility | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement |
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