Work

It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness

Year: 2012

Type: article

Source: Psychology and Marketing

DOI: 10.1002/mar.20550

Authors: Sejung Marina Choi, Nora J. Rifon

Institutions: Korea University, Michigan State University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1694829831

FWCI: 29.95

Cites: 55

Cited by: 745

Related to: 10