mksci·2013년 3월 1일·주제 밖
Economic Value of Celebrity Endorsements
Kevin Yc Chung, Timothy P. Derdenger, Kannan Srinivasan
Marketing Science
10
피인용
2.7
FWCI
3
IS/마케팅/OM 탑저널 피인용
9
IS/마케팅/OM 탑저널 참고문헌
01Abstract
In this paper we quantify the economic worth of celebrity endorsements by studying the sales of endorsed products. We do so with the use of two unique data sets consisting of monthly golf ball sale...
02연구 흐름
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03비슷한 논문
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04이후 연구
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05선행 연구
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06서지 정보
- 저널Marketing Science
- 토픽Consumer Market Behavior and Pricing · Marketing
- DOI10.5555/2465124.2465131
- 저자Kevin Yc Chung, Timothy P. Derdenger, Kannan Srinivasan