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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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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
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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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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
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Perceptions of consumers about celebrity endorsements : a study with reference to Kolkata
Chaudhuri, Saswati; Agarwal, Parmesh - In: Manthan : journal of commerce and management 8 (2021) 2, pp. 122-136
Persistent link: https://www.econbiz.de/10013191815
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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
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Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior : evidence from rural consumers of India
Parayitam, Satyanarayana; Kakumani, Lavanyalatha; … - In: Journal of marketing theory and practice : JMTP 28 (2020) 4, pp. 521-540
Persistent link: https://www.econbiz.de/10012483488