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Keywords: Product endorsement
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Journal Articles
Bruno Schivinski, Nicolas Pontes, Barbara Czarnecka, Wen Mao, Jennifer De Vita, Vasileios Stavropoulos
Journal of Product & Brand Management (2022) 31 (7): 1047–1062.
Published: 08 March 2022
... on Instagram (Sprinklr, 2021). Social media Brand-related content Brand equity Self-congruity Purchase intentions Product endorsement © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only 10 05 2021 19 06 2021 19 11 2021 11 02...
Journal Articles
Journal of Product & Brand Management (2010) 19 (6): 452–460.
Published: 21 September 2010
... endorsement as a brand alliance by suggesting that celebrity endorsement should be considered as an alliance of equals. A model illustrated and supported by a case study is proposed. Product endorsement Brands Retailing Case studies An executive summary for managers and executive readers can...
