Celebrity endorsement in African context: TEARS model approach
Purpose – Patronage of local footwear have not been encouraging in Nigeria despite recent investments. The purpose of the study is to evaluate celebrity endorsement and customer patronage of small and medium-scale enterprises (SMEs) products in African context, with focus on trustworthiness, experti...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2023-10-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2021-0110/full/pdf |