Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
Crossref DOI link: https://doi.org/10.1057/s41267-018-00209-1
Published Online: 2019-01-30
Published Print: 2019-04
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Roy, Subhadip
Guha, Abhijit
Biswas, Abhijit
Grewal, Dhruv
Text and Data Mining valid from 2019-01-30
Article History
Received: 20 November 2016
Revised: 12 November 2018
Accepted: 21 November 2018
First Online: 30 January 2019