The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer
Year of publication: |
2017
|
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Authors: | Kim, Taehee ; Seo, Hyo Min ; Chang, Kyungro |
Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 18.2017, 3, p. 246-262
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Subject: | Celebrities | Image transfer | Endorsement | Athletes | Advertising contexts | Markenimage | Brand image | Werbewirkung | Advertising effects | Markentransfer | Brand extension | Celebrity-Werbung | Celebrity endorsement | Sportler | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
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