Celebrities in Advertising: Looking for Congruence or Likability?
Author:
Affiliation:
1. University of Cergy-Pontoise
2. BEM Bordeaux Management School
3. CSA
Publisher
Wiley
Subject
Marketing,Applied Psychology
Reference49 articles.
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5. The role of ad likability in predicting an ad's campaign performance;Bergkvist;Journal of Advertising,2008
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