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Keywords: Advertising contexts
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2017) 18 (3): 246–262.
Published: 07 August 2017
...Taehee Kim; Hyo Min Seo; Kyungro Chang Purpose The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image. Design/methodology/approach This study investigates the effect of the advertising context, which...
