Julian Hofmann

University of Cologne - Department of Marketing and Brand Management

Albertus-Magnus-Platz 1

Cologne, 50931

Germany

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Scholarly Papers (1)

1.

An Ingredient Branding Approach to Determine the Financial Value of Stars: The Case of Motion Pictures

Number of pages: 55 Posted: 20 Feb 2011 Last Revised: 26 Apr 2013
University of Muenster, University of Cologne - Faculty of Management, Economics and Social Sciences, University of Hamburg and University of Cologne - Department of Marketing and Brand Management
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Citation 2

Abstract:

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Star Power, Motion Pictures, Propensity Score Matching, Financial Value