Predicting the effectiveness of celebrity endorsements using the balance theory
| Year of publication: |
2012
|
|---|---|
| Authors: | Roy, Subhadip ; Gammoh, Bashar S. ; Koh, Anthony C. |
| Published in: |
Journal of customer behaviour. - Helensburgh : Westburn, ISSN 1475-3928, ZDB-ID 21630057. - Vol. 11.2012, 1 (16.4.), p. 33-53
|