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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.
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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PubType: Academic Journal
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  Data: Decision-making in Choosing an Effective Celebrity Endorsement Strategy Using Fuzzy Forgotten Effects: A Cross-cultural Study.
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  Data: <searchLink fieldCode="JN" term="%22Foreign+Trade+Review%22">Foreign Trade Review</searchLink>. May2026, Vol. 61 Issue 2, p139-166. 28p.
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RecordInfo BibRecord:
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      – Type: doi
        Value: 10.1177/00157325231214046
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      – Code: eng
        Text: English
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        PageCount: 28
        StartPage: 139
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      – TitleFull: Decision-making in Choosing an Effective Celebrity Endorsement Strategy Using Fuzzy Forgotten Effects: A Cross-cultural Study.
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            NameFull: Patel, Karan
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            NameFull: Arroyo-Cañada, Francicso-Javier
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            NameFull: Gil-Lafuente, Jaime
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              Text: May2026
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              Y: 2026
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              Value: 61
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