Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural study

Journal of Global Marketing

Volumn 22, Issue 2, 2009, Pages 121-137

  Biswas, Somdutta ^a   Hussain, Mahmood ^b   O'Donnell, Kathleen ^b  

^a CF Sauer Company   (United States)

^b SAN FRANCISCO STATE UNIVERSITY   (United States)

Author keywords

Advertising; Celebrity; Consumer perception; Cross cultural comparison; Global marketing

Indexed keywords

EID: 70449646667     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911760902765940     Document Type: Article

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