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subject:"Advertising media"
~person:"Castillo, Ernesto del"
~subject:"Konsumentenverhalten"
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Advertising media
Konsumentenverhalten
Brand extension
2
Brand extension authenticity
2
Brand management
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Celebrity endorsement
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Castillo, Ernesto del
Huber, Frank
6
Ilicic, Jasmina
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Roy, Subhadip
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Usman, Osly
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Arora, Nilesh
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Jain, Varsha
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Meyer, Frederik
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Olken, Benjamin A.
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Journal of retailing and consumer services
1
The journal of product & brand management
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ECONIS (ZBW)
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In search of fit or authenticity? : a product-type consumer decision in celebrity brand extensions
Osorio, María Lucila
;
Centeno, Edgar
;
Cambra-Fierro, Jesús
- In:
The journal of product & brand management
31
(
2022
)
6
,
pp. 841-853
Persistent link: https://www.econbiz.de/10013407559
Saved in:
2
Authenticity, fit and product type : testing a celebrity brand extension model cross-culturally
Osorio, María Lucila
;
Centeno-Velázquez, Edgar
; …
- In:
Journal of retailing and consumer services
63
(
2021
),
pp. 1-9
Persistent link: https://www.econbiz.de/10012665982
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