The moderating role of celebrity worship on attitudes toward celebrity brand extensions
Christine M. Kowalczyk and Marla B. Royne
| Year of publication: |
2013
|
|---|---|
| Authors: | Kowalczyk, Christine M. ; Stafford, Marla Royne |
| Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 2034622-0. - Vol. 21.2013, 2, p. 211-220
|
| Subject: | Markenführung | Brand management | Markentransfer | Brand extension | Celebrity-Werbung | Celebrity endorsement | Verbrauchereinstellung | Consumer attitudes | USA | United States |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009777316