Open AccessThe Effects of Celebrity Advertising Endorsement and Match-up Hypothesis - A Comparison of Sports Star and Famous Entertainer -
Author(s) -
Youngju Jin,
Jaewoong Yoo
Publication year - 2012
Publication title -
beu'laendeu di'jainhag yeon'gu
Language(s) - English
Resource type - Journals
eISSN - 1975-0900
pISSN - 1738-0863
DOI - 10.18852/bdak.2012.10.2.17
Subject(s) - advertising , entertainment , star (game theory) , psychology , art , mathematics , business , visual arts , mathematical analysis