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~isPartOf:"Celebrity, convergence and transformation"
~isPartOf:"International journal of sports marketing & sponsorship"
~isPartOf:"Journal of business economics : JBE"
~subject:"Brand extensions"
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Brand extensions
Celebrity endorsement
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Celebrity, convergence and transformation
International journal of sports marketing & sponsorship
Journal of business economics : JBE
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ECONIS (ZBW)
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Antecedents of the attitude toward the athlete celebrities' human brand extensions
Koo, Jakeun
- In:
International journal of sports marketing & sponsorship
23
(
2022
)
2
,
pp. 241-258
Persistent link: https://www.econbiz.de/10013369887
Saved in:
2
How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions
Erfgen, Carsten
;
Sattler, Henrik
;
Schnittka, Oliver
- In:
Journal of business economics : JBE
85
(
2015
)
5
,
pp. 479-504
Persistent link: https://www.econbiz.de/10011283796
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