How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions
Carsten Erfgen; Henrik Sattler; Oliver Schnittka
| Year of publication: |
2015
|
|---|---|
| Authors: | Erfgen, Carsten ; Sattler, Henrik ; Schnittka, Oliver |
| Published in: |
Journal of business economics : JBE. - Berlin : Springer-Verlag GmbH Germany, ISSN 0044-2372, ZDB-ID 201074-4. - Vol. 85.2015, 5, p. 479-504
|
| Subject: | Brand management | Brand extensions | Celebrity endorsement | Similarity | Purchase risk | Markentransfer | Brand extension | Markenführung | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Werbewirkung | Advertising effects | Markenimage | Brand image |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011283796