Impact of congruence between sports celebrity and brand personality on purchase intention : the case of mineral water category in Lithuania
Year of publication: |
2014
|
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Authors: | Šeimienė, Eleonora ; Jankovič, Tamara |
Published in: |
Organizations and markets in emerging economies. - Vilnius : Vilnius Univ. Publ. House, ISSN 2029-4581, ZDB-ID 2628550-2. - Vol. 5.2014, 1, p. 90-104
|
Subject: | celebrity | brand personality | purchase intention | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Celebrity endorsement | Sportmarketing | Sports marketing |
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