The actor & the product: do they have to match?: a study into the effectiveness of source congruity in the practice of product placements

Additional Metadata
Keywords	Product placement, Celebrities, Source congruity
Thesis Advisor	Raaf, D.I. de, Hoogervorst, N.
Persistent URL	hdl.handle.net/2105/24042
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Meer, A.M. van der. (2012, June 29). The actor & the product: do they have to match?: a study into the effectiveness of source congruity in the practice of product placements. Marketing Management. Retrieved from http://hdl.handle.net/2105/24042

The actor & the product: do they have to match?