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Full metadata record
DC Field | Value | Language |
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dc.contributor.author | Chung-Kue Hsu | - |
dc.contributor.author | Carol Motley | - |
dc.date.accessioned | 2024-02-27T06:24:38Z | - |
dc.date.available | 2024-02-27T06:24:38Z | - |
dc.date.issued | 1999 | - |
dc.identifier.uri | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8065 | - |
dc.description.abstract | While 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.publisher | American Marketing Association- Winter Educators Conference | - |
dc.title | The Celebrity Endorser and Product Images | - |
dc.vol | Vol 10 | - |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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THE CELEBRITY ENDORSER AND PRODUCT IMAGES.pdf Restricted Access | 813.12 kB | Adobe PDF | View/Open Request a copy |
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