Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?
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DOI: 10.1016/j.jbusres.2017.08.002
Abstract: Celebrity endorsement research mainly focuses on celebrity–brand congruency, presented as a primary condition for the success of these marketing communications. In this view, the consumer functions as an outsider of the celebrity–brand dyad, even though… read more here.
Keywords: celebrity; congruency; brand celebrity; celebrity brand ... See more keywords