Celebrities in advertising: looking for congruence or for likability?

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Date
2009Dewey
Publicité Relations publiquesSujet
likability; celebrity endorsement; advertisement; congruence; attitudeJEL code
M37Conference name
ANZMAC 2009 Australian and New Zealand Marketing Academy ConferenceConference date
11-2009Conference city
MelbourneConference country
AustralieCollections
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Korchia, Michaël
Fleck-Dousteyssier, Nathalie
Le Roy, Isabelle