Impact Of Congruence Between Sports Celebrity And Brand Personality On Purchase Intention: The Case Of Mineral Water Category In Lithuania
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Volume (Year): 5 (2014)
Issue (Month): 1 ()
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- 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, University of Chicago Press, vol. 20(4), pages 535-47, March.
- 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.
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