Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures

Shah, Z., Olya, H. orcid.org/0000-0002-0360-0744 and Monkhouse, L.L. orcid.org/0000-0003-2834-8431 (2022) Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures. International Marketing Review. ISSN 0265-1335

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Copyright, Publisher and Additional Information: © 2022 Emerald Publishing Limited. This is an author-produced version of a paper subsequently published in International Marketing Review. This version is distributed under the terms of the Creative Commons Attribution-NonCommercial Licence (http://creativecommons.org/licenses/by-nc/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. You may not use the material for commercial purposes.
Keywords: Cross-cultural analysis; International marketing; Global celebrity branding; Consumer behaviour; Sex appeals; Cultural marketing
Dates:
  • Published (online): 31 March 2022
Institution: The University of Sheffield
Academic Units: The University of Sheffield > Faculty of Social Sciences (Sheffield) > Sheffield University Management School
Funding Information:
FunderGrant number
White Rose University Consortiumn/a
Depositing User: Symplectic Sheffield
Date Deposited: 01 Apr 2022 12:14
Last Modified: 01 Apr 2022 12:14
Status: Published online
Publisher: Emerald
Refereed: Yes
Identification Number: https://doi.org/10.1108/imr-08-2021-0261

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