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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
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Social media brand community enjoyment (SMBCE) : scale construction and validation from an etic perspective
Roy, Subhadip; Machado, Joana C. - In: Journal of marketing theory and practice 26 (2018) 4, pp. 390-411
Persistent link: https://www.econbiz.de/10011951463
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Perceived consumption vulnerability of elderly citizens : a qualitative exploration of the construct and its consequences
Roy, Subhadip; Sanyal, Shamindra Nath - In: Qualitative market research : an international journal 20 (2017) 4, pp. 469-485
Persistent link: https://www.econbiz.de/10011814311
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The dual entertainment theory in celebrity endorsements : the role of celebrity worship and profession
Roy, Subhadip; Mishrab, Aditya Shankar - In: Journal of advertising research 58 (2018) 1, pp. 33-50
Persistent link: https://www.econbiz.de/10011875515
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Is "proof" the eighth "P" of service? : a conceptual model and propositions
Moorthi, Y. L. R.; Roy, Subhadip - In: Services marketing quarterly 38 (2017) 4, pp. 213-225
Persistent link: https://www.econbiz.de/10011798684
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Technology readiness, perceived ubiquity and M-commerce adoption : the moderating role of privacy
Roy, Subhadip; Moorthi, Y. L. R. - In: Journal of research in interactive marketing : … 11 (2017) 3, pp. 268-295
Persistent link: https://www.econbiz.de/10011779160
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Female, married and endorsing: integrating celebrity marital status, role congruence and credibility
Roy, Subhadip; Mohapatra, Subhalaxmi - In: Journal of strategic marketing 25 (2017) 1, pp. 14-30
Persistent link: https://www.econbiz.de/10011742898
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Validating a scale to measure consumer's luxury brand aspiration
Sreejesh, S.; Sarkar, Abhigyan; Roy, Subhadip - In: The journal of product & brand management 25 (2016) 5, pp. 465-478
Persistent link: https://www.econbiz.de/10011620599
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Work and fertility linkage in women : a study in Bhubaneswar City
Mohapatra, Subhalaxmi; Roy, Subhadip - In: Zagreb international review of economics & business 13 (2010) 2, pp. 39-53
Persistent link: https://www.econbiz.de/10009948604
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Predicting the effectiveness of celebrity endorsements using the balance theory
Roy, Subhadip; Gammoh, Bashar S.; Koh, Anthony C. - In: Journal of customer behaviour 11 (2012) 1, pp. 33-53
Persistent link: https://www.econbiz.de/10009974555