Work

The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model

Year: 2019

Type: article

Source: Vision The Journal of Business Perspective

DOI: 10.1177/0972262919850922

Authors: Tijo Thomas, Johney Johnson

Institutions: Christ University, Mahatma Gandhi University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2966481877

FWCI: 1.969

Cites: 38

Cited by: 16

Related to: 10