The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior
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 the S-O-R...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |