In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

Stefan Scheidt, Carsten Gelhard, Juliane Strotzer, Jörg Henseler
  • Journal of Product & Brand Management, March 2018, Emerald
  • DOI: 10.1108/jpbm-07-2016-1265
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http://dx.doi.org/10.1108/jpbm-07-2016-1265

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