Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention?

By Justin Paul, S. Bhakar. 2018

141 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/83f2944e2b79c4054068619cf39a91c26eaa4399

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Naeem Gul Gilal
2. Rukhsana Gul Gilal
3. Faheem Gul Gilal
4. Justin Paul

In Marketing

1. Naeem Gul Gilal
2. Faheem Gul Gilal
3. Rukhsana Gul Gilal
4. Justin Paul

In Sociology and Political Science

1. Naeem Gul Gilal
2. Rukhsana Gul Gilal
3. Faheem Gul Gilal
4. Justin Paul

Citations in the corpus

• Celebrity endorsement and brand passion among air travelers: Theory and evidence (2020, methodology): “We operationalized celebrity-user gender congruity as “0”=indicating better gender congruity and “1”= indicating gender incongruity, inspired by Paul and Bhakar (2018) and Pradhan et al. (2017).”