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Green advertising : examining the role of celebrity's credibility using sem approach
Kumar, Rakesh; Tripathi, Vibhuti - In: Global business review 23 (2022) 2, pp. 440-459
Persistent link: https://www.econbiz.de/10013256847
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Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention
Singh, Ramendra Pratap; Banerjee, Neelotpaul - In: Global business review 19 (2018) 6, pp. 1622-1639
Persistent link: https://www.econbiz.de/10011982928
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Direct and moderating influence of perceived fit, risk and parent brand trust on brand extension success of a personal care brand in India
Tripathi, Vibhuti; Rastogi, Pooja; Kumar, Suresh - In: Global business review 19 (2018) 6, pp. 1681-1692
Persistent link: https://www.econbiz.de/10011982951
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Do long format advertisements sell? : evidence from Indian consumers
Trivedi, Jay P. - In: Global business review 18 (2017) 3, pp. 38-51
Persistent link: https://www.econbiz.de/10011745471