Celebrity endorsement : how celebrity-brand-user personality congruence affects brand attitude and purchase intention
Year of publication: |
October 2016
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Authors: | Pradhan, Debasis ; Duraipandian, Israel ; Sethi, Dhruv |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 22.2016, 5, p. 456-473
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Subject: | celebrity-brand personality congruence | celebrity-user personality congruence | brand-user personality congurence | brand attitude | brand purchase intention | India | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Persönlichkeitspsychologie | Personality psychology | Indien | Markenführung | Brand management | Markenartikel | Brand |
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