@article{article, title  = {{Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures}},

 publisher = {{Emerald}},

 url = {{https://eprints.whiterose.ac.uk/id/eprint/185377 }},

 year = {{2022}},

 month = {{3}},

 author = {{Shah Z and Olya H and Monkhouse LL}},

 doi = {{10.1108/imr-08-2021-0261}},

 volume = {{40}},

 journal = {{International Marketing Review}},

 issue = {{1}},

 pages = {{102-126}},

 note = {{Accessed on 2025/03/10}}}