Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures
Zahra Shah, Hossein Olya and Lien Le Monkhouse
| 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 | Kulturelle Identität | Cultural identity | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Kultur | Culture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-08-2021-0261 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014227456