Additional Metadata
Keywords Controversial Advertising, Consumer-based Brand Equity, Ad Liking, Celebrity Involvement, Brand Awareness, Brand Loyalty, Brand Attitude
Thesis Advisor van t Klooster, Erik, Ferecatu, Alina
Persistent URL hdl.handle.net/2105/48247
Series Marketing Management
Citation
Bleichrodt, Joël. (2019, July 11). Controversial advertising and its effect on consumer-based brand equity. Marketing Management. Retrieved from http://hdl.handle.net/2105/48247