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Endorsement effectiveness of celebrities versus social media influencers in the materialistic cultural environment of India
Agnihotri, Arpita; Bhattacharya, Saurabh - In: Journal of international consumer marketing 33 (2021) 3, pp. 280-302
Persistent link: https://www.econbiz.de/10012515190
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Celebrity investors and the success of crowdfunding campaigns
Agnihotri, Arpita; Bhattacharya, Saurabh; Prasad, Satya - In: Journal of current issues and research in advertising 42 (2021) 3, pp. 310-327
Persistent link: https://www.econbiz.de/10012623612
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The market value of celebrity endorsement : evidence from India reveals factors that can influence stock-market returns
Agnihotri, Arpita; Bhattacharya, Saurabh - In: Journal of advertising research 58 (2018) 1, pp. 65-74
Persistent link: https://www.econbiz.de/10011875518
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The relative effectiveness of endorsers : the identity badge of CEOs and founders versus the attractiveness of celebrities
Agnihotri, Arpita; Bhattacharya, Saurabh - In: Journal of advertising research 59 (2019) 3, pp. 357-369
Persistent link: https://www.econbiz.de/10012118870