Does celebrity image congruence influences brand attitude and purchase intention?
Year of publication: |
2018
|
---|---|
Authors: | Paul, Justin ; Bhakar, Shailja |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 24.2018, 2, p. 153-177
|
Subject: | advertising | celebrity endorsement | image congruence | purchase intention | structural equation modeling | Markenimage | Brand image | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Strukturgleichungsmodell | Structural equation model |
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