Journal article

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

Diana Seno, Bryan A Lukas

EUROPEAN JOURNAL OF MARKETING | EMERALD GROUP PUBLISHING LIMITED | Published : 2007

DOI: 10.1108/03090560710718148

University of Melbourne Researchers

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Keywords

Attractiveness
Match-Up Hypothesis
Credibility
Impact
Brand Image
Beauty
Social Sciences
Business & Economics
Spokesperson
Celebrtities
Product Endorsement
Business
Brand Equity
Congruence