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Predicting the effectiveness of celebrity endorsements using the balance theory
Roy, Subhadip; Gammoh, Bashar S.; Koh, Anthony C. - In: Journal of customer behaviour 11 (2012) 1, pp. 33-53
Persistent link: https://www.econbiz.de/10009974555
Cover Image
Predicting the effectiveness of celebrity endorsements using the balance theory
Roy, Subhadip; Gammoh, Bashar S.; Koh, Anthony C. - In: Journal of customer behaviour 11 (2012) 1, pp. 33-52
Persistent link: https://www.econbiz.de/10009563574