Jain, Varsha; Roy, Subhadip; Daswani, Aarzoo; Sudha, Mari - In: Young Consumers 12 (2011) 2, pp. 171-183
Purpose – This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the...