Celebrities in advertising: the role of congruency

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Date
2006Publisher city
ParisPublisher
Université Paris-DauphineCollection title
Cahiers DMSPCollection Id
359Dewey
Publicité Relations publiquesSujet
Congruence; Endossement; Célébrités; Parrainage publicitaire; Endorsment; CelebritiesJEL code
M37; M31Collections
Metadata
Show full item recordAuthor
Korchia, Michaël
Fleck-Dousteyssier, Nathalie