Mediating role of consumer involvement between celebrity endorsement and consumer evaluation : comparative study of high and low involvement product
Nilesh Arora, Sanjeev Prashar, Chandan Parsad, and T. Sai Vijay
| Year of publication: |
2019
|
|---|---|
| Authors: | Arora, Nilesh ; Prashar, Sanjeev ; Parsad, Chandan ; Vijay, T. Sai |
| Published in: |
Asian Academy of Management journal : AAMJ. - Pinang : Penerbit Universiti Sains Malaysia, ISSN 1394-2603, ZDB-ID 2561103-3. - Vol. 24.2019, 2, p. 113-142
|
| Subject: | celebrity endorsement | celebrity attractiveness | celebrity-product congruence | consumer involvement | attitude towards advertisement | Celebrity-Werbung | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenimage | Brand image | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.21315/aamj2019.24.2.6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012426497