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Keywords: Male celebrity
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (11): 3279–3296.
Published: 11 June 2024
...Kaidong Yu Purpose Male celebrities are increasingly being chosen to endorse female cosmetic brands by marketing managers, yet this practice has not received sufficient scholarly attention. This study aims to explore the dynamics of male celebrities endorsing cosmetic brands. Design/methodology...
