Work

The role of endorsers in bringing defunct brands back to life: theory and evidence

Year: 2020

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-03-2019-2315

Authors: Naeem Gul Gilal, Faheem Gul Gilal, Jing Zhang, Rukhsana Gul Gilal, Zhenxing Gong, Waseem Gul Gilal

Institutions: Huazhong University of Science and Technology, Sukkur IBA University, Liaocheng University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W3039160949

FWCI: 5.154

Cites: 114

Cited by: 33

Related to: 10