Selection of celebrity endorsers : a case approach to developing an endorser selection process model
Year of publication: |
2013
|
---|---|
Authors: | Hollensen, Svend ; Schimmelpfennig, Christian |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 31.2013, 1, p. 88-102
|
Subject: | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Markenwert | Brand equity | Deutschland | Germany | Österreich | Austria | Schweiz | Switzerland |
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