Revisiting the Match-Up Hypothesis: Effects of Brand-Incongruent Celebrity Endorsements
Year of publication: |
2011
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Authors: | Törn, Fredrik |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 11397767. - Vol. 33.2011, 1, p. 20-37
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