Impact of Congruence Between Sports Celebrity and Brand Personality on Purchase Intention: the Case of Mineral Water Category in Lithuania
In Lithuania as in other post-soviet and emerging countries, the practice of using celebrities in advertising is relatively new, but the trend has been growing over the past two decades. The study performed in Lithuanian mineral water category analyses relation between purchase intention of the adve...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2014-05-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14243 |