Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures
Year of publication: |
2023
|
---|---|
Authors: | Shah, Zahra ; Olya, Hossein ; Monkhouse, Lien Le |
Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 40.2023, 1, p. 102-126
|
Subject: | Consumer behaviour | Cross cultural analysis | Cultural marketing | Global celebrity branding | International marketing | Sex appeals | Internationales Marketing | Markenführung | Brand management | Konsumentenverhalten | Celebrity-Werbung | Celebrity endorsement | Kulturelle Identität | Cultural identity |
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