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~subject:"Werbewirkung"
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Werbewirkung
India
38
Indien
29
Consumer behaviour
21
Konsumentenverhalten
19
Celebrity endorsement
17
Advertising effects
15
Celebrity-Werbung
15
Brand management
9
Markenführung
9
Brand image
8
Markenimage
8
Qualitative research
8
Celebrity endorsements
7
Conceptual model
7
Structural equation model
7
Strukturgleichungsmodell
7
Brand
5
Markenartikel
5
Structural equation modelling
5
Advertising
4
Consumer behavior
4
Fashion shopping
4
Structural equation modeling
4
experimental design
4
Designation of origin
3
Einzelhandel
3
Experiment
3
Experimental design
3
Frauen
3
Herkunftsbezeichnung
3
Measurement
3
Messung
3
Qualitative Methode
3
Qualitative method
3
Retail trade
3
Tourism marketing
3
Tourismusmarketing
3
Weibliche Arbeitskräfte
3
Werbung
3
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English
15
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Roy, Subhadip
15
Jain, Varsha
5
Mishrab, Aditya Shankar
3
Bailey, Ainsworth Anthony
2
Biswas, Abhijit
2
Guha, Abhijit
2
Bagdare, Shilpa
1
Daswani, Aarzoo
1
Dryl, Wioleta
1
Ford, John B.
1
Gil, Luciana de Araujo
1
Grewal, Dhruv
1
Merchant, Altaf
1
Mohapatra, Subhalaxmi
1
Moorthi, Y.L.R
1
Pansari, Anita
1
Rana, Pragati
1
Sudha, Mari
1
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Asia-Pacific journal of business administration
2
Psychology & marketing
2
IIM Bangalore Research Paper
1
International journal of sports marketing & sponsorship
1
Journal of advertising research
1
Journal of business research : JBR
1
Journal of global marketing
1
Journal of international business studies : JIBS ; an official journal of the Academy of International Business
1
Journal of strategic marketing
1
Marketing letters : a journal of research in marketing
1
Qualitative market research : an international journal
1
Tourism management : research, policies, practice
1
Young consumers : insight and ideas for responsible marketers
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ECONIS (ZBW)
15
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1
What really works for teenagers : human or fictional celebrity?
Jain, Varsha
;
Roy, Subhadip
;
Daswani, Aarzoo
;
Sudha, Mari
- In:
Young consumers : insight and ideas for responsible …
12
(
2011
)
2
,
pp. 171-183
Persistent link: https://www.econbiz.de/10009240248
Saved in:
2
Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Roy, Subhadip
;
Guha, Abhijit
;
Biswas, Abhijit
- In:
Marketing letters : a journal of research in marketing
26
(
2015
)
3
,
pp. 363-376
Persistent link: https://www.econbiz.de/10011312160
Saved in:
3
Owner or endoser? : investigating the effectiveness of celebrity owners of sports teams as endorsers
Roy, Subhadip
;
Pansari, Anita
- In:
International journal of sports marketing & sponsorship
15
(
2014
)
2
,
pp. 89-106
Persistent link: https://www.econbiz.de/10010258211
Saved in:
4
The role of country of origin in celebrity endorsements : integrating effects of brand familiarity
Roy, Subhadip
;
Bagdare, Shilpa
- In:
Journal of global marketing
28
(
2015
)
3/5
,
pp. 133-151
Persistent link: https://www.econbiz.de/10011433864
Saved in:
5
Exploring brand personality-celebrity endorser personality congruence in celebrity endorsements in the Indian context
Mishrab, Aditya Shankar
;
Roy, Subhadip
;
Bailey, …
- In:
Psychology & marketing
32
(
2015
)
12
,
pp. 1158-1174
Persistent link: https://www.econbiz.de/10011411897
Saved in:
6
The moderating role of consumer personality and source credibility in celebrity endorsements
Roy, Subhadip
;
Jain, Varsha
;
Rana, Pragati
- In:
Asia-Pacific journal of business administration
5
(
2013
)
1
,
pp. 72-88
Persistent link: https://www.econbiz.de/10009738416
Saved in:
7
Celebrity endorsements in destination marketing : a three country investigation
Roy, Subhadip
;
Dryl, Wioleta
;
Gil, Luciana de Araujo
- In:
Tourism management : research, policies, practice
83
(
2021
),
pp. 1-18
Persistent link: https://www.econbiz.de/10012417492
Saved in:
8
Understanding meaning transfer in celebrity endorsements : a qualitative exploration
Jain, Varsha
;
Roy, Subhadip
- In:
Qualitative market research : an international journal
19
(
2016
)
3
,
pp. 266-286
Persistent link: https://www.econbiz.de/10011598407
Saved in:
9
Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Roy, Subhadip
;
Guha, Abhijit
;
Biswas, Abhijit
;
Grewal, Dhruv
- In:
Journal of international business studies : JIBS ; an …
50
(
2019
)
3
,
pp. 295-317
Persistent link: https://www.econbiz.de/10012006997
Saved in:
10
Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
Jain, Varsha
;
Merchant, Altaf
;
Roy, Subhadip
;
Ford, John B.
- In:
Journal of business research : JBR
99
(
2019
),
pp. 140-156
Persistent link: https://www.econbiz.de/10012023587
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