{"title":"The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison","authors":"Cátia Fernandes Crespo, Alcina Gaspar Ferreira, Fábio Matos Ribeiro, Victor Popa","doi":"10.1080/08961530.2024.2324779","DOIUrl":null,"url":null,"abstract":"Celebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural res...","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"51 1","pages":""},"PeriodicalIF":1.8000,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/08961530.2024.2324779","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Celebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural res...
期刊介绍：
The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
