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Are celebrity-heroes effective endorsers? : exploring the link between hero, celebrity, and advertising response
Spears, Nancy; Stafford, Marla Royne; Van Steenburg, Eric - In: Journal of promotion management : JPM 19 (2013) 1, pp. 17-37
Persistent link: https://www.econbiz.de/10009738247
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Are Celebrity-Heroes Effective Endorsers? Exploring the Link between Hero, Celebrity, and Advertising Response
Spears, Nancy; Royne, Marla; Steenburg, Eric Van - In: Journal of promotion management : JPM 19 (2013) 1, pp. 17-37
Persistent link: https://www.econbiz.de/10010072619