Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors

Publisher: John Wiley & Sons Inc

E-ISSN: 1520-6793|31|11|1024-1039

ISSN: 0742-6046

Source: PSYCHOLOGY & MARKETING, Vol.31, Iss.11, 2014-11, pp. : 1024-1039

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Abstract