Can someone let me know how to measure the impact of celebrity multiplicity?

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Ravindra Dissanayake

the Over-endorsement measurements were proposed by Hung et.al.(2011). But, I am searching whether it has another types of measurement scales to operationalize celebrity multiplicity.

Ali Rahimi

Hello Ravindra,

Here are the publications:

http://www.satishserial.com/issn0972-9348/finaljournal03.pdf

http://www.emeraldinsight.com/doi/full/10.1108/03090561111119958

http://onlinelibrary.wiley.com/doi/10.1002/9781118989463.wbeccs036/abstract;jsessionid=2998869566420817A1024E0551F8F8B3.f03t01?userIsAuthenticated=false&deniedAccessCustomisedMessage=

Thank you Rahimi for your sharing.