Brand name and ethnicity of endorser in luxury goods: does a glocalization strategy work in China?
Author:
Affiliation:
1. Department of Journalism and Communication, Kyungpook National University, Daegu, South Korea;
2. School of Journalism and Communication, The Chinese University of Hong Kong, Shatin, Hong Kong
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2018.1548197
Reference79 articles.
1. Enhancing Recall and Recognition for Brand Names and Body Copy: A Mixed-Language Approach
2. Averaging versus adding as a stimulus-combination rule in impression formation.
3. Exploring the relationship between celebrity endorser effects and advertising effectiveness
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