Celebrity-brand congruence analysis

Wayne Desarbo, Richard A. Harshman

Research output: Contribution to journalArticle

39 Citations (Scopus)
Original languageEnglish (US)
Pages (from-to)17-52
Number of pages36
JournalCurrent Issues and Research in Advertising
Volume8
Issue number1
DOIs
StatePublished - Jan 1 1985

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Congruence
Celebrity

All Science Journal Classification (ASJC) codes

  • Marketing

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Desarbo, Wayne ; Harshman, Richard A. / Celebrity-brand congruence analysis. In: Current Issues and Research in Advertising. 1985 ; Vol. 8, No. 1. pp. 17-52.
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Celebrity-brand congruence analysis. / Desarbo, Wayne; Harshman, Richard A.

In: Current Issues and Research in Advertising, Vol. 8, No. 1, 01.01.1985, p. 17-52.

Research output: Contribution to journalArticle

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