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The effectiveness of celebrity endorsement in aspiring new celebrities: examining the effects of brand, congruence, charisma and overexposure
Purpose Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the e...
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| Publicado en: | RAUSP Management Journal |
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| Main Authors: | , , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Universidade de São Paulo
2018
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| Assuntos: | |
| Acceso en liña: | https://www.redalyc.org/articulo.oa?id=553856533002 https://www.redalyc.org/journal/5538/553856533002/ https://www.redalyc.org/journal/5538/553856533002/html/ https://www.redalyc.org/journal/5538/553856533002/553856533002.epub https://www.redalyc.org/journal/5538/553856533002/movil |
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