Role of celebrity : brand congruency in building brand image
Year of publication: |
2015
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Authors: | Abirami, U. ; Krishnan, Jayasree |
Published in: |
International journal of economic research. - New Delhi : Serials Publ., ISSN 0972-9380, ZDB-ID 2467368-7. - Vol. 12.2015, 1, p. 37-46
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Subject: | Celebrity endorsement | source of attractiveness | match-up hypotheisi and brand image | Markenimage | Brand image | Celebrity-Werbung | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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