Browsing USN Open Archive by Author "Skeie, Anette Askildt"

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Brand and spokesperson congruence in product advertising : How the level of congruence affects the consumers brand attitude and purchase intention, and how brand involvement moderates this relationship

Skeie, Anette Askildt (Master thesis, 2015)

Marketers and advertisers are continuously trying to find new and better ways to reach and influence consumers. Brand and spokesperson personality congruence in product advertisements have been the focus of numerous studies. ...