Celebrity co-branding partners as irrelevant brand information in advertisements
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DOI: 10.1016/j.jbusres.2011.12.014
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References listed on IDEAS
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- Jasmina Ilicic & Stacey M. Baxter & Alicia Kulczynski, 2019. "Keeping it real: examining the influence of co-branding authenticity in cause-related marketing," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 49-59, January.
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Keywords
dilution; celebrity co-branding; match-up; judgment; beliefs;All these keywords.
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