Towards an international understanding of the power of celebrity persuasions: a review and a research agenda

Article English OPEN
Brockington, D.;
(2015)
  • Publisher: Taylor & Francis

Research into advertising using celebrity has been undertaken for nearly 40 years. It has\ud principally used surveys and experiments to explore how consumers respond to celebrity\ud advertisements. A recent meta-study of 32 papers has demonstrated that different\ud pop... View more
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