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Measuring the impact of celebr...
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Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers
Bibliographic Details
Main Authors:
Khong, Kok Wei
,
Wu, You, Li
Format:
text
Language:
eng
Published:
Emerald
2013
Subjects:
celebrity endorsement,behavioural intention,structural equation modelling,David Beckham,Jackie Chan,Malaysia
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