A study on celebrity equity.
In this study, we adopted and applied Aaker’s Brand Equity Model [Aaker, 1991] to develop a measure of celebrity success. We investigate the extent to which factors such as loyalty to celebrity, awareness of celebrity, celebrity authenticity and celebrity associations have an impact on the success o...
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| Main Authors: | , , |
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| 其他作者: | |
| 格式: | Final Year Project |
| 語言: | English |
| 出版: |
2012
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| 主題: | |
| 在線閱讀: | http://hdl.handle.net/10356/48350 |
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| 機構: | Nanyang Technological University |
| 語言: | English |