In for a penny, in for a pound?

Scheidt, S., Gelhard, C., Strotzer, J., & Henseler, J. (2018). In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands. Journal of Product and Brand Management, 27(2), 203-220. DOI: 10.1108/JPBM-07-2016-1265

Bibliographic Details
Main Author: Scheidt, Stefan (author)
Other Authors: Gelhard, Carsten (author), Strotzer, Juliane (author), Henseler, Joerg (author)
Format: article
Language:eng
Published: 2018
Subjects:
Celebrity CEO
Celebrity endorsement
Corporate brand
Experiment
Meaning transfer
Personal branding
Strategy and Management
Management of Technology and Innovation
Online Access:https://doi.org/10.1108/JPBM-07-2016-1265
Country:Portugal
Oai:oai:run.unl.pt:10362/36190

Internet

https://doi.org/10.1108/JPBM-07-2016-1265

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