Celebrity-brand congruence analysis

Wayne Desarbo; Richard A. Harshman

doi:10.1080/01633392.1985.10505371

Celebrity-brand congruence analysis

Wayne Desarbo
, Richard A. Harshman

Marketing

Research output: Contribution to journal › Article › peer-review

72 Scopus citations

Original language	English (US)
Pages (from-to)	17-52
Number of pages	36
Journal	Current Issues and Research in Advertising
Volume	8
Issue number	1
DOIs	https://doi.org/10.1080/01633392.1985.10505371
State	Published - Jan 1 1985

All Science Journal Classification (ASJC) codes

Marketing

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10.1080/01633392.1985.10505371

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AU - Harshman, Richard A.

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Celebrity-brand congruence analysis

All Science Journal Classification (ASJC) codes

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