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~person:"Derdenger, Timothy P."
~person:"Hung, Kineta"
~type_genre:"Article in journal"
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Search: subject_exact:"Testimonialwerbung"
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Celebrity endorsement
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2
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Derdenger, Timothy P.
Hung, Kineta
Roy, Subhadip
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7
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Journal of advertising : official publication of the American Academy of Advertising
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Marketing letters : a journal of research in marketing
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Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
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Firms' strategic leverage of unplanned exposure and planned advertising : an analysis in the context of celebrity endorsements
Derdenger, Timothy P.
;
Li, Hui
;
Srinivasan, Kannan
- In:
Journal of marketing research : JMR
55
(
2018
)
1
,
pp. 14-34
Persistent link: https://www.econbiz.de/10011819635
Saved in:
2
Examining the impact of celebrity endorsements across consumer segments : an empirical study of Tiger Woods' endorsement effect on golf equipment
Derdenger, Timothy P.
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
2
,
pp. 123-136
Persistent link: https://www.econbiz.de/10011876244
Saved in:
3
Why celebrity sells : a dual entertainment path model of brand endorsement
Hung, Kineta
- In:
Journal of advertising : official publication of the …
43
(
2014
)
2
,
pp. 155-166
Persistent link: https://www.econbiz.de/10010373240
Saved in:
4
Economic value of celebrity endorsements : Tiger Woods' impact on sales of Nike golf balls
Chung, Kevin Y. C.
;
Derdenger, Timothy P.
;
Srinivasan, …
- In:
Marketing science : the marketing journal of the …
32
(
2013
)
2
,
pp. 271-293
Persistent link: https://www.econbiz.de/10009736690
Saved in:
5
Assessing celebrity endorsement effects in China : a consumer-celebrity relational approach
Hung, Kineta
;
Chan, Kimmy Wa
;
Tse, Caleb H.
- In:
Journal of advertising research
51
(
2011
)
4
,
pp. 608-623
Persistent link: https://www.econbiz.de/10009501940
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