Understanding Bad-Boy Celebrity Endorser Effectiveness: The Fantasy-Based Relationship, Hedonic Consumption, and Congruency Model
Author:
Affiliation:
1. College of Business, Clemson University, Clemson, South Carolina, USA;
2. Isenberg School of Management, University of Massachusetts Amherst, Amherst, Massachusetts, USA;
3. Rutgers Business School, Newark, New Jersey, USA
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10641734.2018.1519469
Reference85 articles.
1. On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity
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4. Exploring the relationship between celebrity endorser effects and advertising effectiveness
5. The Impact of Physically Attractive Models on Advertising Evaluations
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