Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in the Creation of Brand Meaning

Book Section

Duke Authors

Cited Authors

  • Bettman, JR; Escalas, JE

Cited Editors

  • MacInnis, CW; Priester, J

Published Date

  • 2009

Book Title

  • Handbook of Brand Relationships

Published By

Place of Publication

  • Armonk, NY