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Journal Articles

The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective

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Diana Seno, Bryan A. Lukas
Journal: European Journal of Marketing
European Journal of Marketing (2007) 41 (1-2): 121–134.
https://doi.org/10.1108/03090560710718148
Published: 20 January 2007
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Journal Articles

Antecedents and outcomes of new product development speed: A propositional inventory germane to marketing

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Ajay Menon, Bryan A. Lukas
Journal: European Journal of Marketing
European Journal of Marketing (2004) 38 (1-2): 209–223.
https://doi.org/10.1108/03090560410511195
Published: 01 January 2004
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