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subject:"Sports marketing"
~person:"Parmar, Yadvinder"
~subject:"India"
~subject:"celebrity"
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Sports marketing
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celebrity
Advertising effects
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Celebrity endorsement
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Celebrity-Werbung
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Werbewirkung
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Brand image
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Sportler
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Store design
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celebrity associations
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celebrity endorsements
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celebrity equity
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consumer involvement
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human brand
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impulse buying
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in-store stimuli
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match-up hypothesis
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movie stars and sports stars
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scale development
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Parmar, Yadvinder
Roy, Subhadip
10
Jain, Varsha
4
Sahay, Arvind
3
Abhishek
2
Agnihotri, Arpita
2
Bailey, Ainsworth Anthony
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Banister, Emma N.
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Bhattacharya, Saurabh
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Brandes, Leif
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Felbert, Aaron von
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Parayitam, Satyanarayana
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Patra, Supriyo
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Runyan, Rodney C.
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Shi, Mengze
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Singh, Swati
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Tzoumaka, Eugenia
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Yang, Yupin
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Agarwal, Parmesh
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1
Bagdare, Shilpa
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Baker, Thomas A., III.
1
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Global business review
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ECONIS (ZBW)
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A new scale to capture the multidimensionality of celebrity image
Mann, Bikram Jit Singh
;
Parmar, Yadvinder
;
Kaur Ghuman, …
- In:
Global business review
24
(
2023
)
6
,
pp. 1251-1275
Persistent link: https://www.econbiz.de/10014432918
Saved in:
2
Measuring celebrity equity : unearthing the consumer knowledge structure associations
Kaur Ghuman, Mandeep
;
Parmar, Yadvinder
;
Mann, Bikram …
- In:
Global business review
22
(
2021
)
3
,
pp. 797-820
Persistent link: https://www.econbiz.de/10012591520
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