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Keywords: Sub-Saharan Africa
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Journal Articles
Effect of celebrity endorsement on telecommunication companies’ reputation: The moderating role of celebrity characteristics
Available to Purchase
Journal:
Management Research Review
Management Research Review (2019) 42 (12): 1297–1314.
Published: 26 June 2019
... rewarding to the firms. Originality/value The study adds to the little empirical knowledge available on celebrity endorsement in sub-Saharan Africa and telecommunication sector in particular. Although celebrity attractiveness is multi-dimensional in nature, literature on celebrity endorsement have...
Journal Articles
Factors constraining the growth and survival of SMEs in Nigeria: Implications for poverty alleviation
Available to Purchase
Journal:
Management Research Review
Management Research Review (2011) 34 (2): 156–171.
Published: 25 January 2011
...‐Saharan African country. Sub‐Saharan Africa has been negated and, therefore, has been less researched. Also, the insights gained from this study to contribute the future development of this line of research, particularly in a non‐Western context. © Emerald Group Publishing Limited 2011 Africa...
