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ARE 声誉, 名声, 명성, AND FAME EVERYWHERE THE SAME? TWO STUDIES ON INTERNATIONAL TRANSFERABLITY OF CELEBRITY ENDORSEMENTS
초록
Left unexplored is how a celebrity’s country-of-origin and fame contribute to brand internationalization. A 2x2x2 conjoint among 126 subjects finds that endorsements made by local celebrities generally enjoy a home advantage, but this COO-effect is moderated. Foreign celebrities from countries with reputed entertainment industries are at least equally strong endorsers.
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