Effectiveness of endorsement in context of self congruency.

• Main Authors: Yew, Leiching., Li, Weiliang., Lee, Benjamin Kwok Boon.
• Other Authors: Ng Sok Ling, Sharon
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/21204
• Institution: Nanyang Technological University

Celebrity endorsements have been traditionally hailed to be more effective than other types of endorsers. However, there are increasing examples of successful advertisement campaigns that did not employ Celebrities, which leads us to rethink if this theory still holds true in the evolving business w...