Beauty product brand experimentation: how celebrities and reference groups influence South African female Generation Y consumers

Dalziel, Riané Cherylise

doi:10.1504/ejim.2021.10033920

EJIM

2021

DOI: 10.1504/ejim.2021.10033920

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Beauty product brand experimentation: how celebrities and reference groups influence South African female Generation Y consumers

Riané Cherylise Dalziel¹

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Beauty product brand experimentation: how celebrities and reference groups influence South African female Generation Y consumers

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