Gauns, K.K.; Subhash, K.B.; Kamat, K.; Chen, R.F.; Chang, L-C.
(IIM Kozhikode Society & Management Review. 7(1); 2018; 45-58.)
Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement ...