Names versus faces: examining spokesperson-based congruency effects in advertising
Year of publication: |
2015
|
---|---|
Authors: | Ilicic, Jasmina ; Baxter, Stacey M ; Kulczynski, Alicia |
Published in: |
European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 49.2015, 1/2, p. 62-81
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Consumer | Advertising | Attitude | Phonetic symbolism | Congruence | Verbal match-up | Spokesperson name | Product attributes |
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