Pradhan, Debasis; Kapoor, Vikram; Moharana, Tapas Ranjan - In: Marketing Intelligence & Planning 35 (2017) 6, pp. 774-788
congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI …). Additionally, it delves into the mediating roles of CP-UP congruity and brand personality-celebrity personality (BP-CP) congruity … significant positive effect on CP-UP congruity, celebrity-user gender congruity has a negative effect. The study shows a partial …