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~person:"Astous, Alain d'"
~person:"Erdogan, B. Zafer"
~person:"Pradhan, Debasis"
~subject:"Markenführung"
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Markenführung
Celebrity endorsement
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Astous, Alain d'
Erdogan, B. Zafer
Pradhan, Debasis
Erfgen, Carsten
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Journal of marketing communications
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Marketing intelligence & planning
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ECONIS (ZBW)
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One step deeper : gender and congruity in celebrity endorsement
Pradhan, Debasis
;
Kapoor, Vikram
;
Moharana, Tapas Ranjan
- In:
Marketing intelligence & planning
35
(
2017
)
6
,
pp. 774-788
Persistent link: https://www.econbiz.de/10011797976
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2
Celebrity endorsement : how celebrity-brand-user personality congruence affects brand attitude and purchase intention
Pradhan, Debasis
;
Duraipandian, Israel
;
Sethi, Dhruv
- In:
Journal of marketing communications
22
(
2016
)
5
,
pp. 456-473
Persistent link: https://www.econbiz.de/10011613191
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