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December 1, 1989Journal of Consumer Research

Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

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GMGrant McCrackenUniversity of Guelph

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Grant McCracken (1989) studied this question.

synapsesocial.com/papers/69dfee0a58b92af24d7a1cd8https://doi.org/10.1086/209217
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