The managerial and economic effects of celebrity endorsement on consumer purchasing intentions
Despite the fact that celebrity endorsement brings up some risks, it has been used quite extensively in the present era and it is a method to reach competitive advantage by companies. The economic effects for companies are obvious. This study focuses on examining the relationship between a set of va...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10071/10796 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/10796 |