Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?

Are celebrity endorsements a good strategy for firms looking to break into emerging markets? A lot depends on the "fit", according to this new article from @JIBSupdates . https://t.co/LjKHHiMZke https://t.co/Cz9YK5oTve

RT @PalgraveJournal: Following the publication of @JIBSupdates' most recent issue, read '#Celebrity endorsements in emerging markets: Align…

Following the publication of @JIBSupdates' most recent issue, read '#Celebrity endorsements in emerging markets: Align endorsers with #brands or with consumers?' by Roy, Guha, Biswas & Grewal https://t.co/PXNP9Q8hLB @AIB_World @PalgraveBiz #business

In emerging markets, should celebrity endorsers be aligned with foreign brands or emerging markets consumers? New work by Roy et al. shows that consumers’ evaluations depend on the match between celebrity/consumer/brand country-of-origin. https://t.co/Plmc