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Is It Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity-Product Congruency Across Nbs and Pls

AuthID
P-00P-W41

Author(s)

do Vale, RC

Matos, PV

Editor(es)

MartinezLopez,FJ;GazquezAbad,JC;Ailawadi,KL;YagueGuillen,MJ

Tipo de Documento

Proceedings Paper

Year published

2017

Publicado

in ADVANCES IN NATIONAL BRAND AND PRIVATE LABEL MARKETING in Springer Proceedings in Business and Economics, ISSN: 2198-7246

Páginas: 35-42 (8)

Conference

4Th International Conference on Research on National Brand & Private Label Marketing (Nb&Pl), Date: 2017, Location: Barcelona, SPAIN, Patrocinadores: Open Univ Catalonia, Informat Resources Inc, Spanish Manufacturers & Retailers Multisectoral Assoc, ESADE Business Sch, EAE Business Sch, IE Business Sch

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