Sharma, Piyush; Sardana, Deepak; Gupta, Narain; Arli, Denni - In: Marketing Intelligence & Planning 40 (2021) 1, pp. 105-120
Purpose: This paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention....
