Purchasing celebrity-endorsed brands as a way of self-presentation
The effectiveness of celebrity endorsement is a much-discussed topic in marketing, and this article aims to relate the celebrity's status, reputation and congruence with the consumer's ideal self to the brand's status, reputation and congruence to the consumers' ideal self. Thus,...
| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Inderscience Publishers
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116687/ |