A strategic view of celebrity endorsements through the attachment lens

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Saldanha, Natalya ORCID: 0000-0002-0980-8757, Mulye, Rajendra and Rahman, Kaleel ORCID: 0000-0002-1602-2955 (2018) A strategic view of celebrity endorsements through the attachment lens. Journal of Strategic Marketing, 28 (5). pp. 434-454. ISSN 0965-254X

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/46455
DOI 10.1080/0965254x.2018.1534877
Official URL https://www.tandfonline.com/doi/full/10.1080/09652...
Subjects Current > FOR (2020) Classification > 3506 Marketing
Current > Division/Research > VU School of Business
Keywords attachment, celebrity, endorsement, influencer marketing, consumer and celebrity relationship
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