Effectiveness of endorsement in context of self congruency.
Celebrity endorsements have been traditionally hailed to be more effective than other types of endorsers. However, there are increasing examples of successful advertisement campaigns that did not employ Celebrities, which leads us to rethink if this theory still holds true in the evolving business w...
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| Main Authors: | , , |
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| 其他作者: | |
| 格式: | Final Year Project |
| 語言: | English |
| 出版: |
2010
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| 主題: | |
| 在線閱讀: | http://hdl.handle.net/10356/21204 |
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