The national cultural dimensions influence on celebrity endorsement
Celebrity endorsement is one of the most effective promotional strategies and, as such, is widely present in both domestic and international marketing. The application of this promotional strategy in global marketing requires adaptation depending on the cultural patterns of consumer behavior in the...
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| Principais autores: | , , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
University in Belgrade
2026-06-01
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| Serier: | Serbian Journal of Management |
| Fag: | |
| Online adgang: | https://aseestant.ceon.rs/index.php/sjm/article/view/59562/30331 |
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