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Keywords: Moderately collectivist
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Journal Articles
Journal of Product & Brand Management (2015) 24 (6): 633–645.
Published: 21 September 2015
... of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house...
