Search for dissertations about: "Claes Wahlbin"
Found 1 swedish dissertation containing the words Claes Wahlbin.
1. Celebrity entrepreneurship and celebrity endorsement : Similarities, differences and the effect of deeper engagement
Abstract : Increasingly, celebrities appear not only as endorsers for products but are apparently engaged in entrepreneurial roles as initiators, owners and perhaps even managers in the ventures that market the products they promote. Despite being extensively referred to in popular media, scholars have been slow to recognize the importance of this new phenomenon. READ MORE