Consumer, brand, celebrity : which congruency produces effective celebrity endorsements?
Year of publication: |
December 2017
|
---|---|
Authors: | Albert, Noël ; Ambroise, Laure ; Valette-Florence, Pierre |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 81.2017, p. 96-106
|
Subject: | Celebrity | Endorsement | Fit | Congruency | Identification | Commitment | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management |
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