What is it about?
This qualitative study examines how Chinese youth perceive advertisements with celebrities.
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Why is it important?
It shows that young consumers pay a lot of attention to the entertainment value of advertisements with celebrity endorsement.
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This page is a summary of: Impact of celebrity endorsement in advertising on brand image among Chinese adolescents, Young Consumers Insight and Ideas for Responsible Marketers, June 2013, Emerald,
DOI: 10.1108/17473611311325564.
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