... and the selection of key barriers through semi-structured interviews with questionnaire responses from experts. Second, developing a hierarchical framework for the selected key barriers and categorization using a survey instrument and iterative discussions with experts. Figure 1 Methodology framework...

... to know more about the topic. Originality/value A categorization table was proposed containing the subthemes of celebrity endorsement that were discussed in the last 20 years and a list of their respective authors, including the following subjects: cultural comparison, congruence, adverse effects...