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~person:"Eisingerich, Andreas B"
~person:"Elberse, Anita"
~person:"Pradhan, Debasis"
~subject:"Brand"
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Celebrity endorsement
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Eisingerich, Andreas B
Elberse, Anita
Pradhan, Debasis
Erfgen, Carsten
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Journal of business research : JBR
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When is celebrity endorsement effective? : exploring the role of celebrity endorsers in enhancing key brand associations
Jun, Mina
;
Han, Jeongsoo
;
Zhou, Zhimin
;
Eisingerich, …
- In:
Journal of business research : JBR
164
(
2023
),
pp. 1-15
Persistent link: https://www.econbiz.de/10014303797
Saved in:
2
Celebrity endorsement : how celebrity-brand-user personality congruence affects brand attitude and purchase intention
Pradhan, Debasis
;
Duraipandian, Israel
;
Sethi, Dhruv
- In:
Journal of marketing communications
22
(
2016
)
5
,
pp. 456-473
Persistent link: https://www.econbiz.de/10011613191
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