Foreign versus Local Non-Celebrity Endorser Effect in Emerging Economies: The Role of Ideal Identity Salience

Research output: Conference Papers › RGC 32 - Refereed conference paper (without host publication) › peer-review

Abstract

http://www.marketingpower.com/Calendar/Pages/2009SummerMarketingEducatorsConference.aspx

Original language	English
Publication status	Published - 7 Aug 2009
Event	2009 Summer Marketing Educators' Conference - , United States Duration: 7 Aug 2009 → 10 Aug 2009

Conference	2009 Summer Marketing Educators' Conference
Place	United States
Period	7/08/09 → 10/08/09

@conference{4c21416642cd4cedab8fdacbe574e76a,

title = "Foreign versus Local Non-Celebrity Endorser Effect in Emerging Economies: The Role of Ideal Identity Salience",

abstract = "http://www.marketingpower.com/Calendar/Pages/2009SummerMarketingEducatorsConference.aspx",

author = "Xuehua Wang and YANG, \{Zhi Lin\} and Chenting Su and Nan Zhou and H YANG",

year = "2009",

month = aug,

day = "7",

language = "English",

note = "2009 Summer Marketing Educators' Conference ; Conference date: 07-08-2009 Through 10-08-2009",

}

TY - CONF

T1 - Foreign versus Local Non-Celebrity Endorser Effect in Emerging Economies

T2 - 2009 Summer Marketing Educators' Conference

AU - Wang, Xuehua

AU - YANG, Zhi Lin

AU - Su, Chenting

AU - Zhou, Nan

AU - YANG, H

PY - 2009/8/7

Y1 - 2009/8/7

N2 - http://www.marketingpower.com/Calendar/Pages/2009SummerMarketingEducatorsConference.aspx

AB - http://www.marketingpower.com/Calendar/Pages/2009SummerMarketingEducatorsConference.aspx

M3 - RGC 32 - Refereed conference paper (without host publication)

Y2 - 7 August 2009 through 10 August 2009

ER -