It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness
Year of publication: |
2012
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Authors: | Choi, Sejung Marina ; Rifon, Nora J. |
Published in: |
Psychology & marketing. - New York, NY : Wiley, ISSN 0742-6046, ZDB-ID 2269338. - Vol. 29.2012, 9, p. 639-651
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