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

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  • 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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    References listed on IDEAS

    as
    1. Ulun Akturan, 2011. "Celebrity advertising in the case of negative associations: discourse analysis of weblogs," Management Research Review, Emerald Group Publishing Limited, vol. 34(12), pages 1280-1295, November.
    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, Journal of Consumer Research Inc., vol. 20(4), pages 535-547, March.
    3. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    4. 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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