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1
The role of country of origin in celebrity endorsements : integrating effects of brand familiarity
Roy, Subhadip
;
Bagdare, Shilpa
- In:
Journal of global marketing
28
(
2015
)
3/5
,
pp. 133-151
Persistent link: https://www.econbiz.de/10011433864
Saved in:
2
Celebrity endorsements and branding strategies : event study from
India
Jaikumar, Saravana
;
Sahay, Arvind
- In:
The journal of product & brand management
24
(
2015
)
6
,
pp. 633-645
Persistent link: https://www.econbiz.de/10011481904
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3
Celebrity advertising in Indian visual media
Thiyagarajan, S.
;
Shanthi, P.
- In:
GITAM journal of management : a quarterly publication …
13
(
2015
)
1
,
pp. 182-190
Persistent link: https://www.econbiz.de/10011302378
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4
Exploring meaning transfer in celebrity endorsements : measurement and validation
Roy, Subhadip
;
Jain, Varsha
- In:
Asia-Pacific journal of business administration
9
(
2017
)
2
,
pp. 87-104
Persistent link: https://www.econbiz.de/10011740431
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5
Celebrity endorsements and women consumers in
India
: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Roy, Subhadip
;
Guha, Abhijit
;
Biswas, Abhijit
- In:
Marketing letters : a journal of research in marketing
26
(
2015
)
3
,
pp. 363-376
Persistent link: https://www.econbiz.de/10011312160
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6
Celebrity co-creator or celebrity endorser? : exploring mediating and moderating factors in Marcom decision
Roy, Subhadip
;
Mishrab, Aditya Shankar
;
Bailey, …
- In:
Psychology & marketing
41
(
2024
)
4
,
pp. 802-818
Persistent link: https://www.econbiz.de/10014518838
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7
Perception of advertisements with celebrity endorsement among mature consumers
Chan, Kara
;
Fan, Fei
- In:
Journal of marketing communications
28
(
2022
)
2
,
pp. 115-131
Persistent link: https://www.econbiz.de/10012872747
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8
Celebrity endorsements : a literature review and research agenda
Bergkvist, Lars
;
Zhou, Kris Qiang
- In:
International journal of advertising : the quarterly …
35
(
2016
)
4
,
pp. 642-663
Persistent link: https://www.econbiz.de/10011585281
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How long does celebrity meaning transfer last? : delayed effects and the moderating roles of brand experience, celebrity liking, and age
Knoll, Johannes
;
Matthes, Jörg
;
Münch, Andrea
; …
- In:
International journal of advertising : the quarterly …
36
(
2017
)
4
,
pp. 588-612
Persistent link: https://www.econbiz.de/10011849128
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10
Meaning transfer in celebrity endorsement and co-branding : meaning valence, association type, and brand awareness
Tian, Shiyun
;
Tao, Weiting
;
Hong, Cheng
;
Tsai, Wanhsiu Sunny
- In:
International journal of advertising : the review of …
41
(
2022
)
6
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pp. 1017-1037
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