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Date: 2011
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/156385
Description: This study explores what consumers‟ value from celebrity brands for the evaluation of an actual campaign featuring Jerry Seinfeld as the endorser for the Greater Building Society. Using a laddering me ... More
Reviewed: Reviewed
Authors: Ilicic, Jasmina
Date: 2011
Language: eng
Resource Type: conference paper abstract
Identifier: http://hdl.handle.net/1959.14/193720
Description: Purpose: This study explores what consumers value from celebrity endorsers for the evaluation of an actual campaign featuring Jerry Seinfeld as the endorser for the Greater Building Society. Originali ... More
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