Consumers' Perception of Celebrity Endorsement and Celebrity Co-Branding: Similarities and Differences

Author(s)

Olivier Reimann, Heribert Reisinger, Udo Wagner

Organisation(s)

Department of Accounting, Innovation and Strategy

Publication date

2017

Peer reviewed

Yes

Austrian Fields of Science 2012

502019 Marketing

Keywords

Portal url

https://ucrisportal.univie.ac.at/en/publications/consumers-perception-of-celebrity-endorsement-and-celebrity-cobranding-similarities-and-differences(2c09db21-b7f7-49b8-bc20-606af607ad28).html