The Relationship of Celebrity Endorsements to Consumers Attitudes and Purchase Intentions

Emily Haymes استاد راهنما , Jeanne Heitmeyer استاد مشاور , Mary Ann Moore استاد مشاور

implies a need for congruence between product imag , p. 5 . , compelling , 1990 , persuasive , 11. Match-Up Hypothesis- generally suggests that , p. 4(. , and memorable fashion possible ) Harding , 1. Advertising- sharing of information about a sp , 1991