Celebrity portfolio effects on consumer brand evaluations

Yu, Max and Pappu, Ravi (2016). Celebrity portfolio effects on consumer brand evaluations. In: Colin Campbell and Junzhao Jonathon Ma, Looking forward, looking back: Drawing on the past to shape the future of marketing. Proceedings of the 2013 World Marketing Congress. 2013 World Marketing Congress, Melbourne, Australia, (736-736). 23 - 26 June 2013. doi:10.1007/978-3-319-24184-5_179


Author Yu, Max
Pappu, Ravi
Title of paper Celebrity portfolio effects on consumer brand evaluations
Conference name 2013 World Marketing Congress
Conference location Melbourne, Australia
Conference dates 23 - 26 June 2013
Proceedings title Looking forward, looking back: Drawing on the past to shape the future of marketing. Proceedings of the 2013 World Marketing Congress
Place of Publication Cham, Switzerland
Publisher Springer
Publication Year 2016
Sub-type Published abstract
DOI 10.1007/978-3-319-24184-5_179
Open Access Status Not yet assessed
ISBN 9783319241821
9783319241845
ISSN 2363-6165
2363-6173
Editor Colin Campbell
Junzhao Jonathon Ma
Start page 736
End page 736
Total pages 1
Language eng
Q-Index Code EX
Q-Index Status Provisional Code
Institutional Status UQ
Additional Notes Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Document type: Conference Paper
Collection: UQ Business School Publications
 
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Created: Tue, 04 Jul 2017, 10:24:17 EST by Karen Morgan on behalf of UQ Business School