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Keywords: Consumer perception
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2020) 12 (1): 79–92.
Published: 07 February 2020
... 01 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Perceived risk Celebrity endorsement Consumer perception Celebrity credibility Celebrity endorsement is one of the most effective promotional strategies used by marketers...
