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Names versus faces: examining spokesperson-based congruency effects in advertising
Ilicic, Jasmina
;
Baxter, Stacey M
;
Kulczynski, Alicia
- In:
European Journal of Marketing
49
(
2015
)
1/2
,
pp. 62-81
(visual congruence) but also by
spokesperson
name
(verbal congruence). This research also identifies limitations of the …
Persistent link: https://www.econbiz.de/10014724329
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