Work

Congruence between spokesperson and product type: A matchup hypothesis perspective

Year: 1994

Type: article

Source: Psychology and Marketing

DOI: 10.1002/mar.4220110605

Authors: Michael A. Kamins, Kamal Gupta

Institutions: University of Southern California, Sandoz Group AG (Switzerland), Sandoz (Japan)

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2012900610

FWCI: 4.256

Cites: 33

Cited by: 749

Related to: 10