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Browsing by Author "Arora, Nilesh."

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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. (International Journal of Strategic Communications, 2022)

This research explores the effect of celebrity components – entertainment, attractiveness, intense attachment, and celebrity-product congruence – on consumers’ value transfer and their purchase intention. Further, the ...
Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression

Arora, Nilesh.; Prashar, Sanjeev.; Parsad, Chandan.; Tata, Sai Vijay. (Decision, 2019-09)

Upon scanning the existing literature on celebrity endorsement, it is observed that present studies have explored the influence of select celebrity endorsement factors or consumer factors on shoppers’ purchase intention. ...
Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands

Arora, Nilesh.; Prashar, Sanjeev.; Vijay, Tata Sai.; Parsad, Chandan. (Journal of Consumer Marketing, 2021-05)

Purpose Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image ...
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. (Asian Academy of Management Journal, 2019)

Celebrity endorsement has been an important area of study from the perspectives of marketers as well as consumers. This research aims at developing and testing a model of celebrity endorsement with celebrity-product ...

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