Effectiveness of endorsement in context of self congruency.

• المؤلفون الرئيسيون: Yew, Leiching., Li, Weiliang., Lee, Benjamin Kwok Boon.
• مؤلفون آخرون: Ng Sok Ling, Sharon
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2010
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/21204
• المؤسسة: Nanyang Technological University

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...