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The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior

Crossref DOI link: https://doi.org/10.1186/s40691-018-0159-8

Published Online: 2019-03-29

Update policy: https://doi.org/10.1007/springer_crossmark_policy

Authors

Min, Jae Han Jay

Chang, Hyo Jung Julie http://orcid.org/0000-0002-4088-7051
Jai, Tun-Min Catherine

Ziegler, Morgan
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Text and Data Mining valid from 2019-03-29

Version of Record valid from 2019-03-29
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Article History

Received: 29 November 2017

Accepted: 18 October 2018

First Online: 29 March 2019