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~person:"Astous, Alain d'"
~person:"Um, Nam-Hyun"
~subject:"Markenimage"
~subject:"Markentreue"
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Markenimage
Markentreue
Celebrity endorsement
7
Celebrity-Werbung
7
Advertising effects
5
Werbewirkung
5
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3
Brand image
3
Consumer behaviour
3
Konsumentenverhalten
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celebrity endorsement
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advertising
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congruence
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Astous, Alain d'
Um, Nam-Hyun
Erfgen, Carsten
6
Roy, Subhadip
5
Usman, Osly
5
Sattler, Henrik
4
Arora, Nilesh
3
Foroudi, Pantea
3
Hussain, Shahzeb
3
Klucharev, Vasily
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Melewar, T. C.
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Parsad, Chandan
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3
Prashar, Sanjeev
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Rijpkema, Mark
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3
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2
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2
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2
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2
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2
Boeuf, Benjamin
2
Chan, Kara
2
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Dennis, Charles
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Fleck, Nathalie
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Ilicic, Jasmina
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Kaur Ghuman, Mandeep
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Koo, Jakeun
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Kulczynski, Alicia
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Lange, Anne
2
Livat, Florine
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Malik, Garima
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Psychology & marketing
2
Journal of marketing communications
1
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ECONIS (ZBW)
3
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What affects the effectiveness of celebrity endorsement? : impact of interplay among congruece, identification, and attribution
Um, Nam-Hyun
- In:
Journal of marketing communications
24
(
2018
)
7
,
pp. 746-759
Persistent link: https://www.econbiz.de/10011927914
Saved in:
2
Determinants for effects of celebrity negative information : when to terminate a relationship with a celebrity endorser in trouble?
Um, Nam-Hyun
;
Kim, Sojung
- In:
Psychology & marketing
33
(
2016
)
10
,
pp. 864-874
Persistent link: https://www.econbiz.de/10011595468
Saved in:
3
Guilty by association : the perils of celebrity endorsement for endorsed brands and their direct competitors
Carrilat, François A.
;
Astous, Alain d'
;
Christianis, …
- In:
Psychology & marketing
31
(
2014
)
11
,
pp. 1024-1039
Persistent link: https://www.econbiz.de/10010460830
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