Rocha, Patrícia Ianelli; Caldeira de Oliveira, Jorge … - In: Benchmarking: An International Journal 27 (2019) 7, pp. 2233-2259
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...