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Keywords: Celebrity endorser
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2013) 31 (1): 88–102.
Published: 25 January 2013
... care of by creative agencies, vetting several candidates by means of subtle evaluation procedures. Design/methodology/approach A case study research has been carried out among companies experienced in celebrity endorsements to learn more about the endorser selection process in practise. Based...
