Contents

AMA Winter Educators’ Conference Proceedings

The Celebrity Endorser and Product Images: To Be or Not To Be Congruent? Two Perspectives from the Match-Up Hypothesis and Mandler’s Model

Hsu, Chung-kue / Motley, Carol / Jung, Kwon(Author)

Issue Date
1999-08
Publisher
American Marketing Association
Pages
276
ISSN
1054-0806
Language
KOR
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