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Keywords: Focus group studies
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Journal Articles
Impact of celebrity endorsement in advertising on brand image among Chinese adolescents
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2013) 14 (2): 167–179.
Published: 07 June 2013
... seeks to examine adolescents' perceptions about how celebrity‐endorsement advertisements work. Design/methodology/approach A focus group study among 76 Chinese adolescents aged 13 to 19 was conducted. Interviewees were asked to identify the specific elements of advertisements using celebrity...
