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11. | McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research,16(3),310-321。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
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16. | Ohanian, Roobina(1991)。The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase。Journal of Advertising Research,31(1),46-54。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
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18. | Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing,50(4),135-145。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
19. | Till, Brian D.、Busler, Michael(2000)。The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs。Journal of Advertising,29(3),1-13。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
20. | Lafferty, Barbara A.、Goldsmith, Ronald E.(1999)。Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad。Journal of Business Research,44(2),109-116。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
21. | Kamins, Michael A.(1989)。Celebrity and Noncelebrity Advertising in Two-Sided Context。Journal of Advertising Researc,29(3),34-42。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |