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~person:"Prashar, Sanjeev"
~subject:"Advertising"
~subject:"Celebrity attractiveness"
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Advertising
Celebrity attractiveness
Advertising effects
3
Brand image
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Celebrity endorsement
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Celebrity-Werbung
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Consumer behaviour
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Konsumentenverhalten
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Markenimage
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Werbewirkung
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Werbung
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Attitude towards the advertisement
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Brand
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Brand management
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Celebrity-product congruence
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Consumer involvement
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Markenartikel
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Markenführung
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Purchase intention
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attitude towards advertisement
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brand identification
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brand reputation
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brand uniqueness
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celebrity attractiveness
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celebrity endorsement
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celebrity-product congruence
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consumer involvement
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Prashar, Sanjeev
Huber, Frank
4
Meyer, Frederik
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Chan, Kara
3
Fan, Fei
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Arora, Nilesh
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Banerjee, Neelotpaul
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Asian Academy of Management journal : AAMJ
1
Decision
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ECONIS (ZBW)
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Influence of celebrity factors, consumer attitude and involvement on shoppers' purchase intention using hierarchical regression
Arora, Nilesh
;
Prashar, Sanjeev
;
Parsad, Chandan
;
Tata, …
- In:
Decision
46
(
2019
)
3
,
pp. 179-195
Persistent link: https://www.econbiz.de/10012116127
Saved in:
2
Mediating role of consumer involvement between celebrity endorsement and consumer evaluation : comparative study of high and low involvement product
Arora, Nilesh
;
Prashar, Sanjeev
;
Parsad, Chandan
; …
- In:
Asian Academy of Management journal : AAMJ
24
(
2019
)
2
,
pp. 113-142
Persistent link: https://www.econbiz.de/10012426497
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