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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Bibliographic Details
Main Authors: Koh, Ee Siew., Kow, Kristine Min Chun., Tan, Yu Chuan.
Other Authors: Benjamin Kartono
Format: Final Year Project
Language:English
Published: 2012
Subjects:
Online Access:http://hdl.handle.net/10356/48350
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Institution: Nanyang Technological University
Language: English
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