Talking with You—Not at You: How Brand Ambassadors Can Spark Consumer Brand Attachment?

Roberta Crouch, Michael Ewer, Pascale Quester, Michael Proksch

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Original languageEnglish
Title of host publicationMarketing Challenges in a Turbulent Business Environment: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress
PublisherSpringer
Pages189-194
Number of pages6
ISBN (Print)9783319194288
Publication statusPublished - 2016

Cite this