When the Endorser and Brand Are Not a Perfect Match: Effects of Brand-Incongruent Celebrity Endorsements

Conference paper

Micael Dahlén and Fredrik Törn

ICORIA 2009 (Klagenfurt, 2009-06-25 - 2009-06-27)

2009

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Title: When the Endorser and Brand Are Not a Perfect Match: Effects of Brand-Incongruent Celebrity Endorsements
Creators - without role: Micael Dahlén - Stockholm School of Economics, Department of Marketing and Strategy
Fredrik Törn - Stockholm School of Economics, Center for Consumer Marketing
Conference: ICORIA 2009 (Klagenfurt, 2009-06-25 - 2009-06-27)
Identifiers: 991001480666906056
Academic Unit: Center for Consumer Marketing; Department of Marketing and Strategy
Language: English
Resource Type: Conference paper