Are multiple brand endorsements economically effective?

Purpose: The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation an...

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Bibliographic Details
Main Authors: Agnihotri, A. (Author), Bhattacharya, S. (Author), Prasad V.K, S. (Author)
Format: Article
Language:English
Published: Emerald Group Holdings Ltd. 2018
Subjects:
Online Access:View Fulltext in Publisher