Effect of celebrity endosement on advertisements : a KAI approach
To see whether there are any significant differences among completely congruent, moderately incongruent and extremely incongruent advertisements by using local celebrities.
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/9538 |
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| Institution: | Nanyang Technological University |