The diminishing halo effect: Celebrities and negative events in marketing.
Saved in:
| Title: | The diminishing halo effect: Celebrities and negative events in marketing. |
|---|---|
| Authors: | Cui, Yuanyuan (Gina)1,2, yuanyuc@clemson.edu, van Esch, Patrick3, pvanesch@coastal.edu, Eskridge, Brad4, beskridge@bradley.edu, Ladlow, Cleone5, cleone.ladlow@griffithuni.edu.au, Northey, Gavin5, g.northey@griffith.edu.au |
| Source: | Business Horizons; Mar2025, Vol. 68 Issue 2, p181-195, 15p |
| Database: | Applied Science & Technology Source |
| ISSN: | 00076813 |
|---|---|
| DOI: | 10.1016/j.bushor.2024.10.012 |
