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The effects of perceived product-extrinsic cue incongruity on consumption experiences : the case of celebrity sponsorship
Clemente, Sarah; Dolansky, Eric; Mantonakis, Antonia; … - In: Marketing letters : a journal of research in marketing 25 (2014) 4, pp. 373-384
Persistent link: https://www.econbiz.de/10010439164
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The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship
Clemente, Sarah; Dolansky, Eric; Mantonakis, Antonia; … - In: Marketing Letters 25 (2014) 4, pp. 373-384
important practical implications for marketers, namely that product–sponsor fit can enhance consumers' consumption experiences …
Persistent link: https://www.econbiz.de/10011155230