TY - JOUR T1 - Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures JO - International Marketing Review UR - https://eprints.whiterose.ac.uk/id/eprint/185377 PY - 2022/03/31 AU - Shah Z AU - Olya H AU - Monkhouse LL ED - DO - DOI: 10.1108/imr-08-2021-0261 PB - Emerald VL - 40 IS - 1 SP - 102 EP - 126 Y2 - 2025/05/25 ER -