Managing entertainment brands

von Mathys, Juliane
Veröffentlicht 2014

What drives the market popularity of celebrities? : a longitudinal analysis of consumer interest in film stars

von Mathys, Juliane
Veröffentlicht in International journal of research in marketing (2016)

The importance of reciprocal spillover effects for the valuation of bestseller brands : introducing and testing a contingency model

von Kupfer, Ann-Kristin
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2014)