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Managing Brand Meaning through Celebrity Endorsement

Brand Meaning Management

ISBN: 978-1-78441-932-5, eISBN: 978-1-78441-931-8

ISSN: 1548-6435

Publication date: 2 May 2015

Abstract

Practical implications

These findings can help marketers’ decisions regarding when and whom to use as a celebrity endorsers by taking into account how consumers use meaning appropriated from celebrities when constructing the self.

Keywords

Citation

Escalas, J.E. and Bettman, J.R. (2015), "Managing Brand Meaning through Celebrity Endorsement", Brand Meaning Management (Review of Marketing Research, Vol. 12), Emerald Group Publishing Limited, Bingley, pp. 29-52. https://doi.org/10.1108/S1548-643520150000012002

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited