Who is the attached endorser? an examination of the attachment-endorsement spectrum
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Saldanha, Natalya ORCID: 0000-0002-0980-8757, Mulye, Rajendra and Rahman, Kaleel
ORCID: 0000-0002-1602-2955
(2018)
Who is the attached endorser? an examination of the attachment-endorsement spectrum.
Journal of Retailing and Consumer Services, 43.
pp. 242-250.
ISSN 0969-6989
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Item type | Article |
URI | https://vuir.vu.edu.au/id/eprint/46154 |
DOI | 10.1016/j.jretconser.2018.04.004 |
Official URL | https://www.sciencedirect.com/science/article/pii/... |
Subjects | Current > FOR (2020) Classification > 3503 Business systems in context Current > Division/Research > VU School of Business |
Keywords | brand endorsement, endorser type, perceptions of attachment, celebrity, source credibility |
Citations in Scopus | 23 - View on Scopus |
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