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Brand Personification through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising
Fleck, Nathalie, Michel, Géraldine, Zeitoun, ValérieVolume:
31
Language:
english
Journal:
Psychology & Marketing
DOI:
10.1002/mar.20677
Date:
January, 2014
File:
PDF, 838 KB
english, 2014