Using celebrity endorsers effectively: Lessons from associative learning

Journal of Product & Brand Management

Volumn 7, Issue 5, 1998, Pages 400-409

  till, Brian D ^a  

^a SAINT LOUIS UNIVERSITY   (United States)

Author keywords

Advertising; Brand equity; Celebrities; Marketing strategy; Product management

Indexed keywords

EID: 84986097675     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429810237718     Document Type: Article

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