Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?

Subhadip Roy, Abhijit Guha, Abhijit Biswas and Dhruv Grewal

Year of publication:	2019
Authors:	Roy, Subhadip ; Guha, Abhijit ; Biswas, Abhijit ; Grewal, Dhruv
Published in:	Journal of international business studies : JIBS ; an official journal of the Academy of International Business. - Basingstoke, Hampshire : Palgrave Macmillan, ISSN 0047-2506, ZDB-ID 410609-X. - Vol. 50.2019, 3, p. 295-317
Subject:	country-of-origin effects \| advertising \| ethnocentrism \| cosmopolitanism \| cross-cultural experiments \| multiple regression analysis \| Celebrity-Werbung \| Celebrity endorsement \| Konsumentenverhalten \| Consumer behaviour \| Werbewirkung \| Advertising effects \| Herkunftsbezeichnung \| Designation of origin \| Schwellenländer \| Emerging economies \| Markenführung \| Brand management \| Internationales Marketing \| International marketing \| Werbung \| Advertising \| Markenimage \| Brand image

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