Consumer, brand, celebrity: Which congruency produces...

Journal of Business Research 2017 / 12 Vol. 81

Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?

Albert, Noël, Ambroise, Laure, Valette-Florence, Pierre
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Volume:
81
Language:
english
Journal:
Journal of Business Research
DOI:
10.1016/j.jbusres.2017.08.002
Date:
December, 2017
File:
PDF, 707 KB
english, 2017
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