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

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Publication statusPublished - 7 Aug 2009

Conference

Title2009 Summer Marketing Educators' Conference
PlaceUnited States
Period7 - 10 August 2009

Abstract

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

Citation Format(s)

Foreign versus Local Non-Celebrity Endorser Effect in Emerging Economies : The Role of Ideal Identity Salience. / Wang, Xuehua; YANG, Zhi Lin; Su, Chenting; Zhou, Nan; YANG, H.

2009. Paper presented at 2009 Summer Marketing Educators' Conference, United States.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review