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Influence of celebrity factors, consumer attitude and involvement on shoppers' purchase intention using hierarchical regression
Arora, Nilesh; Prashar, Sanjeev; Parsad, Chandan; Tata, … - In: Decision 46 (2019) 3, pp. 179-195
Persistent link: https://www.econbiz.de/10012116127
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Mediating role of consumer involvement between celebrity endorsement and consumer evaluation : comparative study of high and low involvement product
Arora, Nilesh; Prashar, Sanjeev; Parsad, Chandan; … - In: Asian Academy of Management journal : AAMJ 24 (2019) 2, pp. 113-142
Persistent link: https://www.econbiz.de/10012426497
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Predicting user response behaviour towards social media advertising and e-WoM antecedents
Rana, Meghna; Arora, Nilesh - In: Review of marketing science 20 (2022) 1, pp. 83-112
Persistent link: https://www.econbiz.de/10013447851
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Empathy toward social media advertisements : the moderating role of ad intrusiveness
Arora, Nilesh; Rana, Meghna; Prashar, Sanjeev - In: Journal of promotion management : innovations in … 29 (2023) 4, pp. 535-568
Persistent link: https://www.econbiz.de/10013550372
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How does social media advertising persuade? : an investigation of the moderation effects of corporate reputation, privacy concerns and intrusiveness
Rana, Meghna; Arora, Nilesh - In: Journal of global marketing 35 (2022) 3, pp. 248-267
Persistent link: https://www.econbiz.de/10013361608