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Keywords: Celebrity spokesperson
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Journal Articles
Spokesperson effectiveness in B2B advertising: spokesperson characteristics and posture using eye-tracking
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Journal of Business & Industrial Marketing (2024) 39 (12): 2699–2715.
Published: 26 September 2024
...Tanusree Dutta; Subhadip Roy; Soumya Sarkar; Sudipa Nag Purpose This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product...
