Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach

Kineta H HUNG*, Wa Kimmy CHAN, Caleb H. Tse

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

71 Citations (Scopus)
Original languageEnglish
Pages (from-to)608-623
Number of pages16
JournalJournal of Advertising Research
Issue number4
Publication statusPublished - 2011

Scopus Subject Areas

  • Communication
  • Marketing

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