Endorsement Theory: How Consumers Relate to Celebrity Models

Roger Marshall, Woonbong Na, Gabriel State and Sonali Deuskar

The relationship of image congruity and postpurchase dissonance has been reported in the advertising literature.

Endorsement Theory: How Consumers Relate to Celebrity Models

Roger MarshallAuckland University of Technology

Woonbong NaKyunghee University, South Korea

Gabriel StateMediaring Ltd., Singapore

Sonali DeuskarNanyang Technological University, Singapore

RESEARCH...

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