Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness
Author:
Affiliation:
1. Department of Strategic Communication, School of Communication, University of Miami, Coral Gables, FL, USA
2. Department of Communication Studies, College of Arts & Letters, California State University, Sacramento, CA, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2021.1940059
Reference55 articles.
1. Measuring Brand Equity Across Products and Markets
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5. The Situational Impact of Brand Image Beliefs
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