Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors
Author:
Affiliation:
1. University of Technology, Sydney
2. HEC Montréal
3. Avon Canada Inc
Funder
HEC Montreal
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
http://onlinelibrary.wiley.com/wol1/doi/10.1002/mar.20750/fullpdf
Reference61 articles.
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3. When a celebrity endorser is disgraced: A twenty-five-year event study;Bartz;Marketing Letters,2013
4. Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish;Bhattacharjee;Journal of Consumer Research,2013
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