Is it Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity- Product Congruency Across NBs and PLs

Vale, R. C. D. (Speaker)
Pedro Verga Matos (Speaker)

Católica Lisbon School of Business & Economics
Católica Lisbon Research Unit in Business and Economics (CUBE)

Activity: Talk or presentation › Oral presentation

Description

Research on National Brand and Private Label International Conference 2017-competitive paper " Is it Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity- Product Congruency Across NBs and PLs”, co-authored with Pedro V. Matos, Barcelona, Spain, June 2017

Period	Jun 2019
Event title	Research on National Brand and Private Label International Conference 2017
Event type	Conference
Location	Barcelona , SpainShow on map