Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

  1. Apaolazaa, V.
  2. Hartmann, P.
  3. He, J.
  4. Barrutia, J.M.
  5. Echebarria, C.
Journal:
South African Journal of Business Management

ISSN: 2078-5976 2078-5585

Year of publication: 2014

Volume: 45

Issue: 3

Pages: 45-55

Type: Article