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Keywords: Celebrity
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Journal Articles
More diversity than celebrity: a typology of role model interaction
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2013) 3 (2): 111–126.
Published: 05 July 2013
...Jan Brace‐Govan Purpose An important concept for social marketing, role modelling has rarely been considered in detail. Instead the focus often lies with celebrity endorsement and has tended to be about product sales rather than behaviour change. The purpose of this paper is to suggest...
