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81
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:
82
Celebrity advertising in Indian visual media
Thiyagarajan, S.
;
Shanthi, P.
- In:
GITAM journal of management : a quarterly publication …
13
(
2015
)
1
,
pp. 182-190
Persistent link: https://www.econbiz.de/10011302378
Saved in:
83
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:
84
Poverty and public celebrations in rural
India
Rao, Vijayendra
-
2001
Persistent link: https://www.econbiz.de/10010524104
Saved in:
85
Brand obsessed society : branding Yoga Guru Baba Ramdev in
India
Kulshrestha, Chinmaya
;
Kapoor, Avinash
- In:
Branding and sustainable competitive advantage : …
,
(pp. 161-175)
.
2012
Persistent link: https://www.econbiz.de/10009707208
Saved in:
86
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:
87
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:
88
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
Saved in:
89
Star quality : celebrity casting in London West End theatres
Caldwell, Niall
;
Nicholson, Kathryn
- In:
Arts marketing : an international journal ; AM
4
(
2014
)
1/2
,
pp. 136-155
Persistent link: https://www.econbiz.de/10010431465
Saved in:
90
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
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