The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding

Olivier Reimann; Udo Wagner; Heribert Reisinger

The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding

Olivier Reimann, Udo Wagner, Heribert Reisinger

Department of Accounting, Innovation and Strategy

Publications: Contribution to book › Contribution to proceedings › Peer Reviewed

Original language	English
Title of host publication	Proceedings of the 47th EMAC Conference 2018
Place of Publication	Glasgow
Publication status	Published - 2018
Event	47th European Marketing Academy Conference (EMAC 2018) - Glasgow, United Kingdom Duration: 29 May 2018 → 1 Jun 2018

Conference

Conference	47th European Marketing Academy Conference (EMAC 2018)
Country/Territory	United Kingdom
City	Glasgow
Period	29/05/18 → 1/06/18

Austrian Fields of Science 2012

502019 Marketing

Keywords

BWL
HBE

Cite this

@inproceedings{bdad3727e1dc448aa1ca2abe430fcca8,

title = "The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding",

keywords = "BWL, HBE",

author = "Olivier Reimann and Udo Wagner and Heribert Reisinger",

note = "(May 29 - June 1, Glasgow, United Kingdom); 47th European Marketing Academy Conference (EMAC 2018) ; Conference date: 29-05-2018 Through 01-06-2018",

year = "2018",

language = "English",

booktitle = "Proceedings of the 47th EMAC Conference 2018",

}

TY - GEN

T1 - The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding

AU - Reimann, Olivier

AU - Wagner, Udo

AU - Reisinger, Heribert

N1 - (May 29 - June 1, Glasgow, United Kingdom)

PY - 2018

Y1 - 2018

KW - BWL

KW - HBE

UR - http://www.emac-2018.org/UserFiles/EMAC%20Web.pdf

UR - http://www.emac-2018.org/r/default.asp?iId=IDHGLH

M3 - Contribution to proceedings

BT - Proceedings of the 47th EMAC Conference 2018

CY - Glasgow

T2 - 47th European Marketing Academy Conference (EMAC 2018)

Y2 - 29 May 2018 through 1 June 2018

ER -

The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding

Conference

Austrian Fields of Science 2012

Keywords

Other files and links

Cite this