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Customer Perception about Celebrity Endorsement in Television Advertising for Retail Brands
Jain, Varsha; Sudha, Mari; Daswani, Aarzoo - 2010
The retail sector is one of the fastest moving sectors in India. Its target audience is mainly youth who constitute 50% of the Indian population. Retail brands need to be positioned for this segment, and one of the strategies used is celebrity endorsement. Television Audience Measurement (TAM)...
Persistent link: https://www.econbiz.de/10014199394
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Does explicit comparative advertising affect Indian consumers' attitudes towards low and high-involvement product?
Jain, Varsha; Trivedi, Rohit; Joshi, Vikrant; Daswani, … - In: International journal of emerging markets 10 (2015) 1, pp. 122-140
Persistent link: https://www.econbiz.de/10011348532
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Understanding Indians purchase behaviour process : luxury apparel sector
Jain, Varsha; Pingle, Sonal; Daswani, Aarzoo - In: Metamorphosis : a journal of management research 11 (2012) 1, pp. 82-4
Persistent link: https://www.econbiz.de/10009693825
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Insight on celebrity endorsement : consumer perspective
Jain, Varsha; Daswani, Aarzoo; Kumar, Abhishek - In: Brand research : [an outcome of the second …, (pp. 141-153). 2009
Persistent link: https://www.econbiz.de/10009623337
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Conceptualizing luxury buying behavior : the Indian perspective
Jain, Varsha; Roy, Subhadip; Ranchhod, Ashok - In: The journal of product & brand management 24 (2015) 3, pp. 211-228
Persistent link: https://www.econbiz.de/10011378279
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The moderating role of consumer personality and source credibility in celebrity endorsements
Roy, Subhadip; Jain, Varsha; Rana, Pragati - In: Asia-Pacific journal of business administration 5 (2013) 1, pp. 72-88
Persistent link: https://www.econbiz.de/10009738416
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Communicating nutraceuticals : a multi-stakeholder perspective from a developing nation
Jain, Varsha; Roy, Subhadip; Damle, Neha; Jagani, Kyati - In: Health marketing quarterly 33 (2016) 3, pp. 239-254
Persistent link: https://www.econbiz.de/10011584750
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Understanding meaning transfer in celebrity endorsements : a qualitative exploration
Jain, Varsha; Roy, Subhadip - In: Qualitative market research : an international journal 19 (2016) 3, pp. 266-286
Persistent link: https://www.econbiz.de/10011598407
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Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
Jain, Varsha; Merchant, Altaf; Roy, Subhadip; Ford, John B. - In: Journal of business research : JBR 99 (2019), pp. 140-156
Persistent link: https://www.econbiz.de/10012023587
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Exploring meaning transfer in celebrity endorsements : measurement and validation
Roy, Subhadip; Jain, Varsha - In: Asia-Pacific journal of business administration 9 (2017) 2, pp. 87-104
Persistent link: https://www.econbiz.de/10011740431