What affects the effectiveness of celebrity endorsement? : impact of interplay among congruece, identification, and attribution
Year of publication: |
November 2018
|
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Authors: | Um, Nam-Hyun |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 7, p. 746-759
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Subject: | Celebrity endorsement | congruence | identification | attribution | Celebrity-Werbung | Werbewirkung | Advertising effects | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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