The vampire effect: When do celebrity endorsers harm brand...

International Journal of Research in Marketing 2015 / 06 Vol. 32; Iss. 2

The vampire effect: When do celebrity endorsers harm brand recall?

Erfgen, Carsten, Zenker, Sebastian, Sattler, Henrik
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Volume:
32
Language:
english
Journal:
International Journal of Research in Marketing
DOI:
10.1016/j.ijresmar.2014.12.002
Date:
June, 2015
File:
PDF, 653 KB
english, 2015
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