Effectiveness of Celebrity Endorsement Advertising in Chinese Marketplace
Celebrity endorsement is as the most prevalent advertising technique and strategy nowadays used in Chinese marketing communication to create positive effects in the minds of Chinese consumers, since competition of Chinese market has rapidly and increasingly intensified. In the meantime, celebrity en...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2006
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| Online Access: | https://eprints.nottingham.ac.uk/20225/ |