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"Bend it like Beckham" : the influence of sports celebrities on young adult consumers
Dix, Steve; Phau, Ian; Pougnet, Sonia - In: Young consumers : insight and ideas for responsible … 11 (2010) 1, pp. 36-46
Persistent link: https://www.econbiz.de/10003972239
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Does message content matter in negative publicity? : a study with young athletes emulating pros
Özdinç, Yalim; Özdinç, Özlem - In: Young consumers : insight and ideas for responsible … 16 (2015) 3, pp. 332-347
Persistent link: https://www.econbiz.de/10011443566
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The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers
Arman Hj Ahmad; Idris, Izian; Mason, Cordelia; Shenn … - In: International journal of financial research 10 (2019) 5, pp. 54-65
Persistent link: https://www.econbiz.de/10012392473
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Impact of source credibility attributes of celebrity endorsement on purchase intention of consumers in Indian banking sector
Chaddha, Priyanka; Agarwal, Bhawna - In: Asian African journal of economics and econometrics 19 (2019) 2, pp. 217-229
Persistent link: https://www.econbiz.de/10012427533
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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
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Celebrity endorsements in advertisements and consumer perceptions : a cross-cultural study
Biswas, Somdutta; Hussain, Mahmood; O'Donnell, Kathleen - In: Journal of global marketing 22 (2009) 2, pp. 121-137
Persistent link: https://www.econbiz.de/10003857679
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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
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Celebrity Endorsements and Its Impact on Consumer Buying Behavior - In Context to India
Kumar, Amit - 2010
advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers …
Persistent link: https://www.econbiz.de/10013139491
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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
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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