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Green advertising : examining the role of celebrity's credibility using sem approach
Kumar, Rakesh; Tripathi, Vibhuti - In: Global business review 23 (2022) 2, pp. 440-459
Persistent link: https://www.econbiz.de/10013256847
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Influence of attitude towards advertisement on purchase intention : exploring the mediating role of attitude towards brand using SEM approach
Kaushal, S. K.; Kumar, Rakesh - In: The IUP journal of marketing management : IJMM 15 (2016) 4, pp. 44-59
Persistent link: https://www.econbiz.de/10011635739
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Two decades of brand hate research : a review and research agenda
Kumar, Ramesh J.; Jebarajakirthy, Charles; Maseeh, … - In: Marketing intelligence & planning 41 (2023) 6, pp. 763-789
Persistent link: https://www.econbiz.de/10014332144
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Examining the effect of emotional branding in building brand equity of social marketing campaigns : a case on Swachh Bharat, India
Manohar, Sridhar; Kumar, Ramesh J.; Saha, Raiswa; … - In: Society and business review 18 (2023) 2, pp. 197-218
Persistent link: https://www.econbiz.de/10014334059