Managing celebrities as brands: Impact of endorsements on celebrity image

Creating Images and the Psychology of Marketing Communication

Volumn , Issue , 2006, Pages 161-169

  Parulekar, Ajit Arun ^a   Raheja, Preety ^b  

^a Goa Institute of Management   (India)

^b Sapient Corporation   (United States)

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EID: 84876108778     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4324/9781410617392     Document Type: Chapter

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