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- W2795685092 abstract "Within China’s beauty industry, virtually all beauty brands have their celebrity endorsers. Some use local artists, such as Ziyi Zhang representing Maybelline (Lee 2007), whereas other brands employ foreign (Western) celebrities, such as Catherine Zeta-Jones for LUX (Turner 2009). However, an emerging issue pertaining to the use of celebrity endorsements questions whether two di erent celebrities-Chinese and Western-will each have a di erent appeal within the Chinese market? Therefore, this chapter examines this notion from a perspective of female Chinese consumers." @default.
- W2795685092 created "2018-04-13" @default.
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- W2795685092 date "2013-01-04" @default.
- W2795685092 modified "2023-10-18" @default.
- W2795685092 title "China: Celebrity Endorsement within the Chinese Beauty Industry: Views from Beijing’s Female Consumers" @default.
- W2795685092 doi "https://doi.org/10.4324/9780203117484-9" @default.
- W2795685092 hasPublicationYear "2013" @default.
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