Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
Roy, Subhadip, Guha, Abhijit, Biswas, Abhijit, Grewal, Dhruv
Journal of International Business Studies · 2019 · Volume 50 · Issue 3
DOI: 10.1057/s41267-018-00209-1
Abstract
This paper investigates country-of-origin (CO) effects as they relate to celebrity endorsements. Across multiple studies in emerging markets, the authors s
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