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Journal Articles
Journal of Product & Brand Management (2015) 24 (6): 633–645.
Published: 21 September 2015
... endorsements Congruence Corporate brands House of brands Match-up Moderately collectivist An executive summary for managers and executive readers can be found at the end of this issue. Celebrity endorsement is a well-researched subject in the marketing domain (Agarwal and Kamakura, 1995...
