The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding

Author(s)

Olivier Reimann, Udo Wagner, Heribert Reisinger

Organisation(s)

Department of Accounting, Innovation and Strategy

Publication date

2018

Peer reviewed

Yes

Austrian Fields of Science 2012

502019 Marketing

Keywords

Portal url

https://ucrisportal.univie.ac.at/en/publications/the-effect-of-multiple-endorsements-differences-between-celebrity-endorsement-and-celebrity-cobranding(bdad3727-e1dc-448a-a1ca-2abe430fcca8).html