Brand trait transference: When celebrity
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Arsena, Ashley; Silvera, David H.; Pandelaere, Mario
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Article
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2014
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Elsevier Science
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English
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Using celebrity endorsers can be an effective way to influence brand perceptions and elevate the brand. However, although there is a significant amount of research investigating how endorsers influence brand perceptions, there is little research showing whether traits associated with the brand influ