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The role of celebrities for the image of endorsed products

Proceedings of the International Conference on Business Excellence
Volume 14 (2020): Issue 1 (July 2020)
By:
Open Access
|Jul 2020

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DOI: https://doi.org/10.2478/picbe-2020-0080 | Journal eISSN: 2558-9652
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Language: English
Page range: 838 - 846
Published on: Jul 27, 2020
Published by: Bucharest University of Economic Studies
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
celebrity endorsement,
consumer,
advertising,
attention,
eye-tracking,
neuroscience,
brand identity,
human brands,
social media,
commitment
Related subjects:
Business and economics,
Political economics,
Political economics, other,
Business management,
Business management, other,
Industrial chemistry,
Energy harvesting and conversion

© 2020 Adriana Opris, Corina Pelau, Laura Lazar, published by Bucharest University of Economic Studies
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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