The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement
Jung-Gyo Lee and Esther Thorson
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...