Decision-making in Choosing an Effective Celebrity Endorsement Strategy Using Fuzzy Forgotten Effects: A Cross-cultural Study.
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| Title: | Decision-making in Choosing an Effective Celebrity Endorsement Strategy Using Fuzzy Forgotten Effects: A Cross-cultural Study. |
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| Authors: | Patel, Karan1 (AUTHOR) karan.patel@ub.edu, Arroyo-Cañada, Francicso-Javier1 (AUTHOR), Gil-Lafuente, Jaime1 (AUTHOR) |
| Source: | Foreign Trade Review. May2026, Vol. 61 Issue 2, p139-166. 28p. |
| Database: | Business Source Ultimate |
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| ISSN: | 00157325 |
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| DOI: | 10.1177/00157325231214046 |
