Browsing FGV EBAPE - Escola Brasileira de Administração Pública e de Empresas by Title "The Match-up hypothesis under a social class perspective"

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    • The Match-up hypothesis under a social class perspective 

      Silva, João Bernardo Faia do Jogo Ribeiro da
      2018-06-20
      Purpose – The Match-up hypothesis is a concept which suggests that the stronger the match (i.e. the congruence, adequacy), between both a celebrity and a product, the more effective an endorsement will be. In this paper, ...