Roy, Subhadip; Jain, Varsha; Rana, Pragati - In: Asia-Pacific Journal of Business Administration 5 (2013) 1, pp. 72-88
Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...