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~person:"Um, Nam-Hyun"
~subject:"Consumer behaviour"
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Consumer behaviour
Celebrity endorsement
4
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Um, Nam-Hyun
Ilicic, Jasmina
5
Roy, Subhadip
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Usman, Osly
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4
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Jain, Varsha
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Journal of marketing communications
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ECONIS (ZBW)
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What affects the effectiveness of celebrity endorsement? : impact of interplay among congruece, identification, and attribution
Um, Nam-Hyun
- In:
Journal of marketing communications
24
(
2018
)
7
,
pp. 746-759
Persistent link: https://www.econbiz.de/10011927914
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2
Antecedents and consequences of consumers' attribution style : measuring the impact of negative celebrity information
Um, Nam-Hyun
- In:
Journal of marketing communications
22
(
2016
)
2
,
pp. 121-134
Persistent link: https://www.econbiz.de/10011561321
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