When sports celebrity doesn't perform : how consumers react to celebrity endorsement?
Year of publication: |
2010
|
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Authors: | Upadhyay, Yogesh ; Singh, Shiv Kumar |
Published in: |
Vision : the journal of business perspective. - Gurgaon, ISSN 0972-2629, ZDB-ID 2436323-6. - Vol. 14.2010, 1/2, p. 67-78
|
Subject: | Celebrity-Werbung | Celebrity endorsement | Sportler | Athletes | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Sportmarketing | Sports marketing |
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