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Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance
Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of business research : JBR 62 (2009) 8, pp. 768-774
Persistent link: https://www.econbiz.de/10003861041
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Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit - In: Marketing letters : a journal of research in marketing 26 (2015) 3, pp. 363-376
Persistent link: https://www.econbiz.de/10011312160
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Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317
Persistent link: https://www.econbiz.de/10012006997