Celebrity Influences on Consumer Decision Making: New Insights and Research Directions

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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...

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Bibliographic Details
Main Authors:	Moraes, Marcela, Gountas, John, Gountas, Sandra, Sharma, Piyush
Format:	Journal Article
Published:	Taylor & Francis 2019
Online Access:	http://hdl.handle.net/20.500.11937/75465

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