Zobrazeno 1 - 2
of 2
pro vyhledávání: '"Juliane Mathys"'
Publikováno v:
International Journal of Research in Marketing. 33:428-448
The economic value of celebrity brands is heavily influenced by their ability to generate large-scale consumer interest. We develop a comprehensive framework for the drivers of celebrities' market popularity (in terms of consumer interest generated b
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ca639384ee496d498f0f605ce949ad94
https://doi.org/10.1016/j.ijresmar.2015.09.003
https://doi.org/10.1016/j.ijresmar.2015.09.003
Publikováno v:
Journal of the Academy of Marketing Science. 42:205-221
The valuation of extension rights is critical for entertainment brands such as bestseller books. Building on brand extension research, we argue that accounting for the reciprocal spillover effect (i.e., the influence of an extension product on a pare
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::81d524e27728f373f46d2c5883da2573
https://doi.org/10.1007/s11747-013-0350-9
https://doi.org/10.1007/s11747-013-0350-9