The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective

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    Author
    Seno, D; Lukas, BA
    Date
    2007-02-27
    Source Title
    European Journal of Marketing
    Publisher
    Emerald
    University of Melbourne Author/s
    Lukas, Bryan
    Affiliation
    Management and Marketing
    Metadata
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    Document Type
    Journal Article
    Citations
    Seno, D. & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing, 41 (1-2), pp.121-134. https://doi.org/10.1108/03090560710718148.
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    This item is currently not available from this repository
    URI
    http://hdl.handle.net/11343/29644
    DOI
    10.1108/03090560710718148
    Keywords
    Marketing

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