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Keywords: Verbal match-up
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Journal Articles
Names versus faces: examining spokesperson-based congruency effects in advertising
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (1-2): 62–81.
Published: 09 February 2015
... on perceptions of spokesperson–product fit. Consumer Advertising Attitude Phonetic symbolism Congruence Verbal match-up Spokesperson name Product attributes Spokespeople are widely used in advertising to attract consumer attention and to stand out in cluttered media space (Friedman and Friedman...
