Exploring meaning transfer in celebrity endorsements : measurement and validation
Year of publication: |
2017
|
---|---|
Authors: | Roy, Subhadip ; Jain, Varsha |
Published in: |
Asia-Pacific journal of business administration. - Bingley : Emerald, ISSN 1757-4323, ZDB-ID 2509201-7. - Vol. 9.2017, 2, p. 87-104
|
Subject: | India | Structural equation modelling | Celebrity endorsements | Meaning transfer model | Qualitative exploration | Celebrity-Werbung | Celebrity endorsement | Indien | Strukturgleichungsmodell | Structural equation model | Werbewirkung | Advertising effects |
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