From endorsement to celebrity co-branding : personality transfer
Year of publication: |
2014
|
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Authors: | Ambroise, Laure ; Pantin-Sohier, Gaëlle ; Valette-Florence, Pierre ; Albert, Noel |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 21.2014, 4, p. 273-285
|
Subject: | brand personality | brand ambassador | co-branding | endorsement | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Werbewirkung | Advertising effects | Marketingkooperation | Marketing cooperation | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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