Celebrities in Advertising Looking for Congruence or Likability Nathalie Fleck University of CergyPontoise Michael Korchia BEM Bordeaux Management School Isabelle Le Roy CSA ABSTRACT The choice of a
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Celebrities in Advertising Looking for Congruence or Likability Nathalie Fleck University of CergyPontoise Michael Korchia BEM Bordeaux Management School Isabelle Le Roy CSA ABSTRACT The choice of a

Celebrities used as endorsers in advertisements are often very popular ones However from a cognitive point of view and a more academic one congruence between brand and celebrity seems to be very important too Based on affective and cognitive theorie

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Celebrities in Advertising Looking for Congruence or Likability Nathalie Fleck University of CergyPontoise Michael Korchia BEM Bordeaux Management School Isabelle Le Roy CSA ABSTRACT The choice of a




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