Examining the impact of celebrity endorsements across consumer segments: an empirical study of Tiger Woods’ endorsement effect on golf equipment
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DOI: 10.1007/s11002-018-9455-8
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Cited by:
- Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
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Keywords
Celebrity endorsements; Information asymmetry; Tiger Woods; Regression discontinuity;All these keywords.
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