TY - JOUR T1 - Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures JO - International Marketing Review PY - 2022/03/31 AU - Shah Z AU - Olya H AU - Monkhouse LL ED - DO - DOI: 10.1108/imr-08-2021-0261 PB - Emerald Y2 - 2025/04/07 ER -