The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit
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DOI: 10.1177/0972262917733174
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- Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
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Keywords
Celebrity Endorsement; Celebrity Brand Fit; Attitude Towards Advertising; Attitude Towards Brand; Purchase Intention;All these keywords.
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