Please use this identifier to cite or link to this item:
https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/8065
Title: | The Celebrity Endorser and Product Images |
Authors: | Chung-Kue Hsu Carol Motley |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
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. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8065 |
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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