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Researching celebrity endorsement using intercept methods & MANOVA.

Saurabh Bhattacharya, Lecturer in Marketing at the Newcastle University Business School, discusses using intercept methods and MANOVA to research celebrity, CEO, and founder product endorsement.

Bibliographic Details
Other Authors: Bhattacharya, Saurabh (Academic.)
Format: Video
Language:English
Language Notes:Closed-captions in English.
Published: London : SAGE Publications Ltd., 2020.
Subjects:
Marketing research.
Advertising > Brand name products.
Marketing > Recherche.
Produits de marque > Publicité.
Online Access:Connect to this streaming video
Description
Summary:Saurabh Bhattacharya, Lecturer in Marketing at the Newcastle University Business School, discusses using intercept methods and MANOVA to research celebrity, CEO, and founder product endorsement.
Physical Description:1 online resource (1 video file (00:16:34)) : sound, colour
Bibliography:Includes bibliographical references and index.
ISBN:9781529731057
1529731054