Evaluating responses to celebrity endorsements using projective techniques

Qualitative Market Research

Volumn 15, Issue 1, 2012, Pages 57-69

  Tantiseneepong, Nisachon ^a   Gorton, Matthew ^a   White, John ^b  

^a NEWCASTLE UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b UNIVERSITY OF PLYMOUTH   (United Kingdom)

Author keywords

Advertising; Celebrity endorsement; Consumer behaviour; Market research; Perfume; Product endorsement; Projective techniques

Indexed keywords

EID: 84155181614     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/13522751211191991     Document Type: Article

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