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Volumn 48, Issue 3, 2008, Pages 433-449

The impact of celebrity-product incongruence on the effectiveness of product endorsement

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EID: 56249119551     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849908080446     Document Type: Article
Times cited : (152)

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