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Impact Of Congruence Between Sports Celebrity And Brand Personality On Purchase Intention: The Case Of Mineral Water Category In Lithuania


  • Eleonora Seimiene
  • Tamara Jankovic


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  • Eleonora Seimiene & Tamara Jankovic, 2014. "Impact Of Congruence Between Sports Celebrity And Brand Personality On Purchase Intention: The Case Of Mineral Water Category In Lithuania," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 5(1).
  • Handle: RePEc:vul:omefvu:v:5:y:2014:i:1:id:164

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    1. Zhou, Lianxi & Whitla, Paul, 2013. "How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation," Journal of Business Research, Elsevier, vol. 66(8), pages 1013-1020.
    2. Tripp, Carolyn & Jensen, Thomas D & Carlson, Les, 1994. " The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 535-547, March.
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