Purpose: The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic. Design/methodology/approach: The research was divided into...

Purpose: The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach: An integrative literature review of the past 15 years of research...