When Celebrity Endorsers Act as their Fictional Stage Characters: The Impact of Congruent and Non-Congruent Media Contexts on Advertising Effects.
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| Title: | When Celebrity Endorsers Act as their Fictional Stage Characters: The Impact of Congruent and Non-Congruent Media Contexts on Advertising Effects. |
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| Authors: | Spilski, Anja1, Groeppel-Klein, Andrea1 |
| Source: | Advances in Consumer Research - European Conference Proceedings. 2008, Vol. 8, p115-117. 3p. |
| Database: | Business Source Ultimate |
| ISBN: | 9780915552559 |
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