It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness
Top Cited Papers
- 28 August 2012
- journal article
- research article
- Published by Wiley in Psychology & Marketing
- Vol. 29 (9), 639-650
- https://doi.org/10.1002/mar.20550
Abstract
No abstract availableKeywords
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