The role of country of origin in celebrity endorsements : integrating effects of brand familiarity
Year of publication: |
July-December 2015
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Authors: | Roy, Subhadip ; Bagdare, Shilpa |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 28.2015, 3/5, p. 133-151
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Subject: | Brand familiarity | celebrity endorsements | country of origin | experimental design | India | Indien | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Ursprungsregeln | Rules of origin | Werbewirkung | Advertising effects |
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