Names versus faces: Examining spokesperson-based congruency effects in advertising

European Journal of Marketing

Volumn 49, Issue , 2015, Pages 62-81

  Ilicic, Jasmina ^a   Baxter, Stacey ^b   Kulczynski, Alicia ^b  

^a UNIVERSITY OF ADELAIDE   (Australia)

^b UNIVERSITY OF NEWCASTLE   (Australia)

Author keywords

Advertising; Attitude; Congruence; Consumer; Phonetic symbolism; Product attributes; Spokesperson name; Verbal match up

Indexed keywords

EID: 84922115354     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/EJM-10-2013-0579     Document Type: Article

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