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

Research article in proceedings (conference)

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

Language

English