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Browsing Gordon Institute of Business Science (GIBS) by Author "Haefele, Edward"

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The value of personified celebrity endorsers to brand endorsement and their effect on the brand and the personified celebrity endorser

Haefele, Edward (University of Pretoria, 2014)

The research project explored the value of the personified celebrity endorser to brand endorsement and the effect on the original brand and the personified celebrity endorser. Endorsement has proven to be an effective ...

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