Conditions d'efficacité de l'endossement par les célébrités en publicité

Abstract : This article aim to study the celebrity endorsement strategy from the companies point of view. The objective is to better understand the managerial practices and the success reasons of this communication strategy. First, we will provide a short presentation of the strategy and its functionning methods. Then, we will present methodology and research results. Lastly, we will conclude the article by a results discussion.
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https://hal-upec-upem.archives-ouvertes.fr/hal-01128146
Contributor : Leyla Jaoued Abassi <>
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Leyla Jaoued-Abassi. Conditions d'efficacité de l'endossement par les célébrités en publicité. Congrès international sur les tendances du marketing, Jan 2011, Paris, France. ⟨hal-01128146⟩

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