The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement

The present study examines how different degrees of celebrity–product incongruence influence the persuasiveness of celebrity endorsement.

The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement

Jung-Gyo LeeKyung Hee University

Esther ThorsonUniversity of Missouri-Columbia

Using celebrities in advertising has been a popular communication strategy among...

Not a subscriber?

Schedule your live demo with our team today