Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory

Sun Young Park; Mark Yi Cheon Yim

doi:10.1080/10641734.2018.1519471

Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory

Sun Young Park
, Mark Yi Cheon Yim

Communication

University of Massachusetts Lowell

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	20-35
Number of pages	16
Journal	Journal of Current Issues and Research in Advertising
Volume	41
Issue number	1
DOIs	https://doi.org/10.1080/10641734.2018.1519471
State	Published - Jan 2 2020

ASJC Scopus Subject Areas

Marketing

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10.1080/10641734.2018.1519471

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title = "Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory",

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AU - Yim, Mark Yi Cheon

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Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory

ASJC Scopus Subject Areas

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