Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention
Author:
Affiliation:
1. Research Scholar Department of Management Studies, National Institute of Technology, Durgapur, India
2. Assistant Professor Department of Management Studies, National Institute of Technology, Durgapur, India
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10496491.2018.1443311
Reference141 articles.
1. Measuring Brand Equity Across Products and Markets
2. The Economic Worth of Celebrity Endorsers: An Event Study Analysis
3. What the Study of Eminence Can Teach Us
4. Imaginary social relationships with celebrities appearing in television commercials
5. Exploring the relationship between celebrity endorser effects and advertising effectiveness
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