Validation of the celebrity endorsers' credibility scale in Indian context
Sanjaya S. Gaur; Shalini Pathak; Deeksha Singh
| Year of publication: |
2005
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|---|---|
| Authors: | Gaur, Sanjaya Singh ; Pathak, Shalini ; Deeksha Singh |
| Published in: |
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken. - Saarbrücken : Inst. for Consumer and Behavior Research, Saarland Univ., ISBN 3-00-016304-2. - 2005, p. 294-300
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| Subject: | Werbewirkung | Advertising effects | Glaubwürdigkeit | Credibility | Schätzung | Estimation | Indien | India | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003353835