Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Year of publication: |
2019
|
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Authors: | Roy, Subhadip ; Guha, Abhijit ; Biswas, Abhijit ; Grewal, Dhruv |
Published in: |
Journal of international business studies : JIBS ; an official journal of the Academy of International Business. - Basingstoke, Hampshire : Palgrave Macmillan, ISSN 0047-2506, ZDB-ID 410609-X. - Vol. 50.2019, 3, p. 295-317
|
Subject: | country-of-origin effects | advertising | ethnocentrism | cosmopolitanism | cross-cultural experiments | multiple regression analysis | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Herkunftsbezeichnung | Designation of origin | Schwellenländer | Emerging economies | Markenführung | Brand management | Internationales Marketing | International marketing | Werbung | Advertising | Markenimage | Brand image |
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