Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention
Ramendra Pratap Singh and Neelotpaul Banerjee
| Year of publication: |
2019
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|---|---|
| Authors: | Singh, Ramendra Pratap ; Banerjee, Neelotpaul |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 25.2019, 2, p. 225-251
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| Subject: | Celebrity worship | India | marketing | structure equation modeling | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Indien | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenführung | Brand management | Strukturgleichungsmodell | Structural equation model |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2018.1443311 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179021