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Keywords: Match-up hypothesis
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Journal Articles
Do celebrity endorsements influence stock investment intentions?
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (6): 804–819.
Published: 07 June 2022
... Publishing Limited Licensed re-use rights only Behavioural finance Celebrity endorsement Conjoint analysis Individual retail investor Match-up hypothesis Signaling theory G410 M370 The company's overall branding and marketing communication strategies play a vital role in creating...
