Celebrity entrepreneurship and celebrity endorsement : Similarities, differences and the effect of deeper engagement
Increasingly, celebrities appear not only as endorsers for products but are apparently engaged in entrepreneurial roles as initiators, owners and perhaps even managers in the ventures that market the products they promote. Despite being extensively referred to in popular media, scholars have been sl...
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| Format: | Doctoral Thesis |
| Language: | English |
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Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
2009
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9284 http://nbn-resolving.de/urn:isbn:91-89164-98-9 |