Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Year of publication: |
2015
|
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Authors: | Roy, Subhadip ; Guha, Abhijit ; Biswas, Abhijit |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 26.2015, 3, p. 363-376
|
Subject: | Age congruency | Celebrity endorsements | Generation Y | Generation X | India | Women consumers | Indien | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Frauen | Women | Zielgruppe | Target group | Markenimage | Brand image |
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