Celebrity endorsements and advertising effectiveness: The importance of value congruence
xvi, 152 p. : col. ill. === Millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Accordingly, many researchers have studied the impact of celebrity endorsements on advertising effectiveness. One of the theories used...
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| Language: | en_US |
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University of Oregon
2011
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| Online Access: | http://hdl.handle.net/1794/11566 |