Brand evaluations in sponsorship versus celebrity endorsement
Year of publication: |
2023
|
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Authors: | Schnittka, Oliver ; Hofmann, Julian ; Johnen, Marius ; Erfgen, Carsten ; Rezvani, Zeinab |
Published in: |
International journal of market research. - Thousand Oaks, CA : Sage Publishing, ISSN 2515-2173, ZDB-ID 2066720-6. - Vol. 65.2023, 1, p. 126-144
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Subject: | brand attitude | brand authenticity | celebrity endorsements | corporate reputation | corporate social responsibility | sponsorships | Sponsoring | Sponsorship | Markenartikel | Brand | Celebrity-Werbung | Celebrity endorsement | Corporate Social Responsibility | Corporate social responsibility | Firmenimage | Corporate reputation | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenimage | Brand image |
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