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
Indexing
Wos®
Crossref®
Google Scholar®
Publication Identifiers
Wos: WOS:000449110900005
Source Identifiers
ISSN: 2198-7246
Export Publication Metadata
Marked List
 Add to Marked List
Info
At this moment we don't have any links to full text documens.

footer slogan

Useful Links

Get Help

© 2024 CRACS & Inesc TEC - All Rights Reserved Privacy Policy | Terms of Service