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~person:"Abirami, U."
~person:"Hofmann, Julian"
~person:"Hung, Kineta"
~subject:"Brand image"
~subject:"Social Web"
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Brand image
Social Web
Celebrity endorsement
8
Celebrity-Werbung
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Advertising effects
6
Werbewirkung
6
China
3
Consumer behaviour
3
Konsumentenverhalten
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Markenimage
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Abirami, U.
Hofmann, Julian
Hung, Kineta
Erfgen, Carsten
6
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5
Usman, Osly
5
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4
Arora, Nilesh
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Exploring the rise of fandom in contemporary consumer culture
1
International journal of economic research
1
International journal of market research
1
Marken und Sport : aktuelle Aspekte der Markenführung im Sport und mit Sport
1
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ECONIS (ZBW)
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Brand evaluations in sponsorship versus celebrity endorsement
Schnittka, Oliver
;
Hofmann, Julian
;
Johnen, Marius
; …
- In:
International journal of market research
65
(
2023
)
1
,
pp. 126-144
Persistent link: https://www.econbiz.de/10014233831
Saved in:
2
Diversity of fans on social media : the case of entertainment celebrity in China
Jia, Xinming
;
Hung, Kineta
;
Zhang, Ke
- In:
Exploring the rise of fandom in contemporary consumer …
,
(pp. 163-184)
.
2018
Persistent link: https://www.econbiz.de/10011764845
Saved in:
3
Role of celebrity : brand congruency in building brand image
Abirami, U.
;
Krishnan, Jayasree
- In:
International journal of economic research
12
(
2015
)
1
,
pp. 37-46
Persistent link: https://www.econbiz.de/10011419403
Saved in:
4
Stars als Human Brands im Sport : ein State of the Art
Hofmann, Julian
- In:
Marken und Sport : aktuelle Aspekte der Markenführung …
,
(pp. 215-233)
.
2014
Persistent link: https://www.econbiz.de/10010354048
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