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Keywords: Brand purchase intention
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (6): 774–788.
Published: 04 September 2017
...Debasis Pradhan; Vikram Kapoor; Tapas Ranjan Moharana Purpose The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI...
