Agnihotri, Arpita; Bhattacharya, Saurabh; Prasad V.K., Satya - In: Journal of Product & Brand Management 27 (2018) 5, pp. 523-533
Purpose: The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity...
