Showing 1 - 10 of 41
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Purpose – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context....
Persistent link: https://www.econbiz.de/10014897089
Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the authors aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken...
Persistent link: https://www.econbiz.de/10014987570
Purpose This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability is a recent and important construct for marketers and policymakers to understand the consumption behavior of the EC....
Persistent link: https://www.econbiz.de/10014987768
Purpose – The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context. Design/methodology/approach – Based on a literature review of personality, fashion...
Persistent link: https://www.econbiz.de/10014868510
Purpose – The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and marketers are interested in the variables that influence fashion shopping. The purpose of this paper is to...
Persistent link: https://www.econbiz.de/10014804927
Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention. This study uses a survey of Indian respondents...
Persistent link: https://www.econbiz.de/10014811822
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...
Persistent link: https://www.econbiz.de/10014674235
Purpose The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a comprehensive model of meaning transfer in celebrity endorsements. Design/methodology/approach Based on a conceptual...
Persistent link: https://www.econbiz.de/10014674355