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Effects of celebrity-organization congruence on audience attitudes, preferences and credibility ratings for Goodwill Ambassadors /

Yoo, Jae-woong.

Effects of celebrity-organization congruence on audience attitudes, preferences and credibility ratings for Goodwill Ambassadors / Jae-woong ... [et al.].Yoo - c2013. - 23 : 6, page 620 - Asian Journal of Communication .

Subjects--Topical Terms:
Match-up hypothesis.
Audience attitude.
Credibility.
Goodwill ambassador.
Preferences.

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Effects of celebrity-organization congruence on audience attitudes, preferences and credibility ratings for Goodwill Ambassadors /

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