Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
- 1 December 1989
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 16 (3) , 310-321
- https://doi.org/10.1086/209217
Abstract
This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness modelKeywords
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