Crisis balance: judging celebrity endorsement under conditions of ambiguity

  • Wenjun Gu

Student thesis: Master's Thesis

Abstract

Please refer to the "Abstract & TOC" file on the right side
Date of Award2009
Original languageEnglish
SupervisorSteve Z S GUO (Supervisor)

User-Defined Keywords

  • Advertising
  • Attribution (Social psychology)
  • Brand name products
  • Branding (Marketing)
  • Celebrities
  • Research

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