The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding

Autor(en)
Olivier Reimann, Udo Wagner, Heribert Reisinger
Organisation(en)
Institut für Rechnungswesen, Innovation und Strategie
Publikationsdatum
2018
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Schlagwörter
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/the-effect-of-multiple-endorsements-differences-between-celebrity-endorsement-and-celebrity-cobranding(bdad3727-e1dc-448a-a1ca-2abe430fcca8).html