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Issue Date
Title
Author(s)
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.
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.
Discover
Author
2
Arora, Nilesh.
2
Parsad, Chandan.
1
Tata, Sai Vijay.
1
Vijay, Tata Sai.
Subject
2
Celebrity attractiveness
2
Celebrity-product congruence
2
Consumer involvement
2
IIM Ranchi
1
Attitude towards advertisement
1
Attitude towards the advertisement
1
Purchase intention
Date issued
2
2019