The impact of brand ambassador transgression on brand perception / Leana Lucouw
The impact of brand ambassador transgression on brand perception is investigated in this study. To reach the goal of this research the impact brand ambassador transgression across different generational cohorts was measured. The essence of brand ambassadors in the new branding landscape was determin...
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| Language: | en |
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2015
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| Online Access: | http://hdl.handle.net/10394/15375 |