Do celebrities influence urban and rural bottom of the pyramid consumers? : a comparative study-based approach
Debadrita Panda, Tanmoy Dasgupta
| Year of publication: |
2022
|
|---|---|
| Authors: | Panda, Debadrita ; Dasgupta, Tanmoy |
| Published in: |
International journal of management practice : IJMP. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-8143, ZDB-ID 2170808-3. - Vol. 15.2022, 6, p. 799-819
|
| Subject: | BoPs | bottom of the pyramids | celebrity endorsement | India | multivariate statistical analysis | West Bengal | Indien | Celebrity-Werbung | Celebrity endorsement | Zielgruppe | Target group | Armutsbekämpfung | Poverty reduction |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJMP.2022.10042022 [DOI] 10.1504/IJMP.2022.126531 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013415145