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Researching brand performance & endorser transgressions using event study methods.
- Format:
- Video
- Language:
- English
- Subjects (All):
- Endorsements in advertising--Research.
- Endorsements in advertising.
- Product management--Research.
- Product management.
- Research.
- Genre:
- Video recordings.
- Physical Description:
- 1 online resource (1 video file (00:08:24)) : sound, colour
- Place of Publication:
- London : SAGE Publications Limited, 2020.
- Language Note:
- Closed-captions in English.
- System Details:
- digital
- video file
- Summary:
- Colleen Harmeling, PhD, a professor at Florida State University, explains the importance of endorsers in marketing and her research into the effects of celebrity transgressions on the brands they represent using an event study.
- Participant:
- Academic, Colleen Harmeling PhD.
- Notes:
- Description based on XML content.
- ISBN:
- 9781529718010
- OCLC:
- 1143383482
- Access Restriction:
- Restricted for use by site license.
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