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The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison
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.
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