Consumer Perceptions of Foreign Brands and Cultural Identity in Uganda: The Moderating Role of Celebrity Endorsements
Journal of Emerging Markets and Management · 82–94 · 10.63385/jemm.v1i3.227
This study investigates the moderating role of celebrity endorsement in the relationship between consumer perceptions of foreign brands and cultural identity within an emerging market context. Grounded in Social Identity Theory, the research adopts a positivist philosophical stance and uses a cross-sectional survey design, emplo

