1. IR @ Alliance University
  2. Journal Articles Archive
  3. Articles to be qced
Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/8065
Full metadata record
DC FieldValueLanguage
dc.contributor.authorChung-Kue Hsu-
dc.contributor.authorCarol Motley-
dc.date.accessioned2024-02-27T06:24:38Z-
dc.date.available2024-02-27T06:24:38Z-
dc.date.issued1999-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8065-
dc.description.abstractWhile past studies have focused on the dichotomy of a match and mismatch between celebrity-product images, we examined the effectiveness of celebrity endorsement advertising across three levels of celebrityproduct image congruence- congruence, moderate incongruence and extreme incongruence. Two rival hypotheses were developed based on the match-up hypothesis and Mandlers' model.-
dc.publisherAmerican Marketing Association- Winter Educators Conference-
dc.titleThe Celebrity Endorser and Product Images-
dc.volVol 10-
Appears in Collections:Articles to be qced

Files in This Item:
File SizeFormat 
THE CELEBRITY ENDORSER AND PRODUCT IMAGES.pdf
  Restricted Access		813.12 kBAdobe PDFView/Open Request a copy
Show simple item record


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.