Influence of celebrity factors, consumer attitude and involvement on shoppers' purchase intention using hierarchical regression
Nilesh Arora, Sanjeev Prashar, Chandan Parsad, Sai Vijay Tata
| Year of publication: |
2019
|
|---|---|
| Authors: | Arora, Nilesh ; Prashar, Sanjeev ; Parsad, Chandan ; Tata, Sai Vijay |
| Published in: |
Decision. - Calcutta : Inst., ISSN 0304-0941, ZDB-ID 196771-X. - Vol. 46.2019, 3, p. 179-195
|
| Subject: | Celebrity endorsement | Celebrity attractiveness | Celebrity-product congruence | Consumer involvement | Attitude towards the advertisement | Purchase intention | Celebrity-Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Kaufentscheidung | Purchase decision | Kaufmotiv | Consumer motivation | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s40622-019-00208-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10012116127