Purpose – This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the...

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)...

Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...