Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across Nbs and Pls

AuthID
 P-00P-W41
2
Author(s)
4
Editor(s)
MartinezLopez, FJ; GazquezAbad, JC; Ailawadi, KL; YagueGuillen, MJ
Document Type
Proceedings Paper
Year published
2017
Published
in ADVANCES IN NATIONAL BRAND AND PRIVATE LABEL MARKETING in Springer Proceedings in Business and Economics, ISSN: 2198-7246
Pages: 35-42 (8)
Conference
4Th International Conference on Research on National Brand & Private Label Marketing (Nb&Pl), Date: 2017, Location: Barcelona, SPAIN, Sponsors: Open Univ Catalonia, Informat Resources Inc, Spanish Manufacturers & Retailers Multisectoral Assoc, ESADE Business Sch, EAE Business Sch, IE Business Sch
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Publication Identifiers
Wos: WOS:000449110900005
Source Identifiers
ISSN: 2198-7246
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