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Persuadability of celebrity brand endorsements : socio-economic and cultural perspective

Menezes, Kim Anne; Bhaskaran, Suku; Yadav, Itika - In: International journal of business and globalisation : IJBG 23 (2019) 1, pp. 69-87

Persistent link: https://www.econbiz.de/10012135625

Celebrity endorsements and branding strategies : event study from India

Jaikumar, Saravana; Sahay, Arvind - In: The journal of product & brand management 24 (2015) 6, pp. 633-645

Persistent link: https://www.econbiz.de/10011481904

Celebrity endorsement : how celebrity-brand-user personality congruence affects brand attitude and purchase intention

Pradhan, Debasis; Duraipandian, Israel; Sethi, Dhruv - In: Journal of marketing communications 22 (2016) 5, pp. 456-473

Persistent link: https://www.econbiz.de/10011613191

Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention

Singh, Ramendra Pratap; Banerjee, Neelotpaul - In: Journal of promotion management : innovations in … 25 (2019) 2, pp. 225-251

Persistent link: https://www.econbiz.de/10012179021

Celebrity endorsement : a competitive tool for brand positioning

Muruganantham, G.; Kaliyamoorthy, S. - In: International journal of value chain management : IJVCM 3 (2009) 4, pp. 386-400

Persistent link: https://www.econbiz.de/10003962737

Brand building using Indian sports celebrities : a strategic decision

Patra, Supriyo; Datta, Saroj - In: Storming the global business : rise of the Asian tigers, (pp. 197-212). 2010

Persistent link: https://www.econbiz.de/10009012433

Moderating role of education and gender on the effects of celebrity endorsement on strength, uniqueness, and favourability in brand association: evidence from India

Saini, Aarti; Parayitam, Satyanarayana - In: Asia-Pacific journal of management research and innovation 16 (2020) 4, pp. 287-308

Persistent link: https://www.econbiz.de/10012586865

Measuring celebrity equity : unearthing the consumer knowledge structure associations

Kaur Ghuman, Mandeep; Parmar, Yadvinder; Mann, Bikram … - In: Global business review 22 (2021) 3, pp. 797-820

Persistent link: https://www.econbiz.de/10012591520

Indian Sports Celebrities as Brand Endorsers : An Analysis Based on ‘Q’ Score Technique

Patra, Supriyo - 2010

In the beginning of the 21st century celebrity endorsement phenomenon is assuming a very significant role across the world. Leading companies are prepared to go the extra yard to sign celebrities for endorsing their brand. Sports celebrities are occupying huge amount of advertising space and...

Persistent link: https://www.econbiz.de/10013137982

Role of culture in celebrity endorsement : brand endorsement by celebrities in the Indian context

Abhishek; Sahay, Arvind - In: International journal of Indian culture and business … 13 (2016) 3, pp. 394-413

Persistent link: https://www.econbiz.de/10011665101

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