The vampire effect : when do celebrity endorsers harm brand recall?
Year of publication: |
2015
|
---|---|
Authors: | Erfgen, Carsten ; Zenker, Sebastian ; Sattler, Henrik |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 32.2015, 2, p. 155-163
|
Subject: | Celebrity endorsement | Brand recall | Brand management | Advertising effectiveness | Markenführung | Celebrity-Werbung | Werbewirkung | Advertising effects | Markenimage | Brand image | Markenartikel | Brand |
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