DIFFERENTIAL EFFECT OF NATIONAL VS. REGIONAL CELEBRITIES ON CONSUMER ATTITUDES
Year of publication: |
2010
|
---|---|
Authors: | JAIN, Varsha ; ROY, Subhadip ; KUMAR, Abhishek ; KABRA, Anusha |
Published in: |
Management & Marketing. - Economic Publishing House, ISSN 1842-0206. - Vol. 5.2010, 4, 7
|
Publisher: |
Economic Publishing House |
Subject: | Celebrity endorsement | Consumer Attitudes | Experimental Design | Regional celebrity |
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