Introducing celebrity corporate brand: moving beyond endorsement and exploring its effect on corporate brand enhancement
A Hambali - 2017 - bura.brunel.ac.uk
Celebrity endorsement has received academic attention since the 1970s and it has widely
been used by companies in their marcom (marketing communications) activities as an …
been used by companies in their marcom (marketing communications) activities as an …
Introducing celebrity corporate brand and corporate brand enhancement
A Hambali, SF Syed Alwi, JMT Balmer, TC Melewar - 2015 - bura.brunel.ac.uk
Purpose–The purpose of this paper is first, to explore the concept of celebrity brand at a
corporate brand level, known as Celebrity Corporate Brand–CCB; second, to investigate the …
corporate brand level, known as Celebrity Corporate Brand–CCB; second, to investigate the …