Role of culture in celebrity endorsement : brand endorsement by celebrities in the Indian context
Year of publication: |
2016
|
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Authors: | Abhishek ; Sahay, Arvind |
Published in: |
International journal of Indian culture and business management. - Genève : Inderscience Enterprises, ISSN 1753-0806, ZDB-ID 2422766-3. - Vol. 13.2016, 3, p. 394-413
|
Subject: | culture | congruence | power-distance | individualism-collectivism | long-term versus short-term orientation | celebrity endorsement | India | Indien | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Künstler | Artists |
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