Celebrities as Image Conditioner for Brands? An Empirical Study Based on the Match-Up Hypothesis

Leschnikowski, Katja; Schweizer, Markus; Drengner, Jan (2006). Celebrities as Image Conditioner for Brands? An Empirical Study Based on the Match-Up Hypothesis. In: Johnson, Jean L.; Hulland, John (eds.) Proceedings of the 2006 AMA Winter Educators' Conference: Marketing Theory and Applications (pp. 7-8). Chicago: American Marketing Association AMA

Item Type:

Conference or Workshop Item (Abstract)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Leschnikowski, Katja

Publisher:

American Marketing Association AMA

Language:

English

Submitter:

Factscience Import

Date Deposited:

04 Oct 2013 14:48

Last Modified:

04 May 2014 23:14

URI:

https://boris.unibe.ch/id/eprint/19867 (FactScience: 2888)

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