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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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Exploring the effect of personality congruencies on brand identification and purchase intentions
Arora, Nilesh; Prashar, Sanjeev; Vijay, T. Sai; Parsad, … - In: Journal of global scholars of marketing science : … 33 (2023) 2, pp. 186-209
Persistent link: https://www.econbiz.de/10014251312
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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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Promoting through consumer nostalgia : a conceptual framework and future research agenda
Rana, Sudhir; Raut, Sachin Kumar; Prashar, Sanjeev; Abu … - In: Journal of promotion management : innovations in … 27 (2021) 2, pp. 211-249
Persistent link: https://www.econbiz.de/10012423610
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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