Open AccessCelebrity endorsement in advertising: The mediating role of self-congruity
Author(s) -
Leyla Jaoued-Abassi,
JeanLouis Chandon
Publication year - 2006
Publication title -
hal (le centre pour la communication scientifique directe)
Language(s) - English
Resource type - Conference proceedings
Subject(s) - advertising , psychology , credibility , context (archaeology) , product (mathematics) , consumption (sociology) , social psychology , business , political science , sociology , mathematics , paleontology , social science , geometry , law , biology