Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior : evidence from rural consumers of India
Year of publication: |
2020
|
---|---|
Authors: | Parayitam, Satyanarayana ; Kakumani, Lavanyalatha ; Muddangala, Naresh Babu |
Published in: |
Journal of marketing theory and practice : JMTP. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1944-7175, ZDB-ID 2070142-1. - Vol. 28.2020, 4, p. 521-540
|
Subject: | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Produktqualität | Product quality | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Ländlicher Raum | Rural area | Indien | India |
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