Does the Social Media Power of a Brand Alliance Partner Impact New Product Success? The Case of Movie Stars

Knapp Ann-Kristin, Pähler_vor_der_Holte Nora, Hennig-Thurau Thorsten



Publication type
Conference Paper

Peer reviewed
Yes

Publication status
Published

Year
2016

Conference
2016 AMA Winter Marketing Educator's Conference

Venue
Las Vegas, USA

Editor
American Marketing Association

Volume
27

Title of series
Proceedings of the 2016 AMA Winter Marketing Educator's Conference