How celebrity endorsers enhance parent brand extendibility...

Journal of Business Economics 2015 / 7 Vol. 85; Iss. 5

How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions

Erfgen, Carsten, Sattler, Henrik, Schnittka, Oliver
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Volume:
85
Language:
english
Journal:
Journal of Business Economics
DOI:
10.1007/s11573-014-0743-3
Date:
July, 2015
File:
PDF, 1.24 MB
english, 2015
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