| Paper No. | Year | Authors | Journal name | Title of the article | Purpose | Theories | Variables | Methodology | Results |
| 1 |
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| 2 |
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| 3 |
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| 4 | 2012 | Choi and Rifon | Psychology and Marketing | It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness |
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| Celebrity Consumer Congruence, Celebrity Product Congruence, Attitude toward advertisement, Attitude toward the brand, Purchase Intention |
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| -- |
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| -- |
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| -- |
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| 60 |
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| Attitude toward advertisement, Brand Loyalty, Purchase Intention |
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| -- |
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| 127 |
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| -- |
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| -- |
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| 250 |
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