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- W2145396979 abstract "Purpose – The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers." @default.
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- W2145396979 date "2012-01-13" @default.
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- W2145396979 title "Evaluating responses to celebrity endorsements using projective techniques" @default.
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- W2145396979 doi "https://doi.org/10.1108/13522751211191991" @default.
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