Celebrity Endorsement and Purchase Intention : The Role of Perceived Quality and Brand Loyalty
Year of publication: |
2020
|
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Authors: | Mateen Khan, Marium |
Publisher: |
[2020]: [S.l.] : SSRN |
Subject: | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Produktqualität | Product quality | Markentreue | Brand loyalty | Beziehungsmarketing | Relationship marketing |
Extent: | 1 Online-Ressource (22 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | In: Khan, M. M., Memon, Z., & Kumar, S., (2019). Celebrity Endorsement and Purchase Intention: The Role of Perceived Quality and Brand Loyalty. Market Forces, 14(2), 99-120 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments December 31, 2019 erstellt |
Classification: | M3 - Marketing and Advertising ; M31 - Marketing ; M37 - Advertising |
Source: | ECONIS - Online Catalogue of the ZBW |
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