by Editor DLSUBER | | Volume 25 No. 1
Inna Čábelková, Charles University in Prague, Czech Republic Boris Pogorilyak Plekhanov Russian University of Economics, Moscow, Russia Wadim Strielkowski* Charles University in Prague, Czech Republic strielkowski@fsv.cuni.cz Václav Stříteský and Radek Tahal...
by Editor DLSUBER | | Volume 25 No. 1
Aditya S. Mishra ICFAI Foundation for Higher Education, India adityamishra@ibsindia.org Year: July 2015 Volume: 25 No. 1 Pages: 16-27 Abstract: The use of celebrities in brand endorsements has been a widespread strategy in advertising. Over the years, academicians and...
by Editor DLSUBER | | Volume 25 No. 1
Renee Kim, Dong Hyun Yoon, Yan Chao, and Noctan Dang HanYang University, Seoul, Korea kimrby@gmail.com Year: July 2015 Volume: 25 No. 1 Pages: 1-15 Abstract: Contemporary consumers are increasingly looking at a product as an experience rather a material object....
