Celebrity Influences on Consumer Decision Making: New Insights and Research Directions
Throughout human history, people expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps an...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Taylor & Francis
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/75465 |