Exploring Brand Personality-Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context

Article (Web of Science)

• cited authors: Mishra, Aditya S.; Roy, Subhadip; Bailey, Ainsworth Anthony
• authors: Bailey, Ainsworth A
• publication date: December 1, 2015
• webpage: Web of Science
• published in: PSYCHOLOGY & MARKETING Journal
• category: PSYCHOLOGY, APPLIED Category
• start page: 1158
• end page: 1174
• volume: 32
• issue: 12