Investigating celebrity endorsement effect: A relational perspective of celebrity and fan community

Hon Ying Terri Chan, Caleb H. Tse, Fine F. Leung

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusSubmitted - May 2015
EventEMAC 2015: 44th Annual Conference of the European Marketing Academy - Collaboration in Research - Leuven, Belgium
Duration: 24 May 201527 May 2015

Conference

ConferenceEMAC 2015: 44th Annual Conference of the European Marketing Academy - Collaboration in Research
Period24/05/1527/05/15

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