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

AuthID
 P-00W-8HW
2
Author(s)
Matos, PV
5
Editor(s)
Martinez Lopez,FJ;Martinez Lopez,FJ;Gazquez Abad,JC;Ailawadi,KL;Yague Guillen,MJ
Document Type
Proceedings Paper
Year published
2017
Published
in Springer Proceedings in Business and Economics, ISSN: 2198-7246
Pages: 35-42
Conference
4Th International Conference on Research on National Brand and Private Label Marketing, Nb and Pl 2017, Date: 28 June 2017 through 30 June 2017
Indexing
Scopus®
Google Scholar®
Publication Identifiers
SCOPUS: 2-s2.0-85125672941
Source Identifiers
ISSN: 2198-7246
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