The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior
Abstract Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Applying...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2019-03-01
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| Series: | Fashion and Textiles |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s40691-018-0159-8 |