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Browsing Gordon Institute of Business Science (GIBS) by Postgraduate "Alekar, Asif"

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The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies

Alekar, Asif (University of Pretoria, 2014)

Celebrity endorsement has become a pervasive means of communication strategy by marketing practitioners worldwide. One of the main aims of celebrity endorsement is to utilise the prominent status of the celebrity to ...

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