How does product-celebrity congruence and content sponsorship affect perceived altruism among consumers? Evidence from factorial experiments
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Title
How does product-celebrity congruence and content sponsorship affect perceived altruism among consumers? Evidence from factorial experiments
Authors
Keywords
Green consumption, Sustainability, Celebrity endorsement, Product-celebrity congruence, Content sponsorship, Factorial experiment
Journal
RESOURCES CONSERVATION AND RECYCLING
Volume 178, Issue -, Pages 106062
Publisher
Elsevier BV
Online
2021-12-10
DOI
10.1016/j.resconrec.2021.106062
References
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