Effects of celebrity endorsers for multiple brands on attitudes and purchase intentions
Year of publication: |
April 2016
|
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Authors: | Erfgen, Carsten ; Sattler, Henrik ; Victoria Villeda, Isabel |
Published in: |
Schmalenbach business review : sbr. - Cham : Springer, ISSN 1439-2917, ZDB-ID 2000981-1. - Vol. 17.2016, 1, p. 49-67
|
Subject: | Celebrity endorsement | Multiple brand endorsement | Brand management | Brand communication | Markenführung | Celebrity-Werbung | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
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