The moderating role of consumer personality and source credibility in celebrity endorsements
Subhadip Roy; Varsha Jain; Pragati Rana
| Year of publication: |
2013
|
|---|---|
| Authors: | Roy, Subhadip ; Jain, Varsha ; Rana, Pragati |
| Published in: |
Asia-Pacific journal of business administration. - Bingley : Emerald, ISSN 1757-4323, ZDB-ID 2509201-7. - Vol. 5.2013, 1, p. 72-88
|
| Subject: | Celebrity-Werbung | Celebrity endorsement | Sportler | Athletes | Künstler | Artists | Werbewirkung | Advertising effects | Werbepsychologie | Psychology of advertising | Konsumentenverhalten | Consumer behaviour | Persönlichkeitsmerkmal | Personality trait | Indien | India |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009738416