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Keywords: Celebrity endorsement
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Journal Articles
Benchmarking: An International Journal (2020) 27 (7): 2233–2259.
Published: 19 February 2019
...Patrícia Ianelli Rocha; Jorge Henrique Caldeira de Oliveira; Janaina de Moura Engracia Giraldi Purpose The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas...
