Browsing by Author Arora, Nilesh.
Showing results 1 to 4 of 4
| Issue Date | Title | Author(s) |
| 2022 | Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-Endorsement | Arora, Nilesh.; Prashar, Sanjeev.; Parsad, Chandan.; Vijay, T. Sai. |
| 2019-09 | Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression | Arora, Nilesh.; Prashar, Sanjeev.; Parsad, Chandan.; Tata, Sai Vijay. |
| 2021-05 | Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands | Arora, Nilesh.; Prashar, Sanjeev.; Vijay, Tata Sai.; Parsad, Chandan. |
| 2019 | Mediating role of consumer involvement between celebrity endorsement and consumer evaluation: comparative study of high and low involvement product | Arora, Nilesh.; Prashar, Sanjeev.; Parsad, Chandan.; Vijay, Tata Sai. |
