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~person:"Moharana, Tapas Ranjan"
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How does self-
congruity
foster customer engagement with global brands? : Examining the roles of psychological ownership and global connectedness
Bhattacharjee, Debashree Roy
;
Kuanr, Abhisek
;
Malhotra, …
- In:
International marketing review
40
(
2023
)
6
,
pp. 1480-1508
Persistent link: https://www.econbiz.de/10014470393
Saved in:
2
When fan engagement with sports club brands matters in sponsorship : influence of fan-brand personality congruence
Pradhan, Debasis
;
Malhotra, Ritu
;
Moharana, Tapas Ranjan
- In:
The journal of brand management : an international journal
27
(
2020
)
1
,
pp. 77-92
Persistent link: https://www.econbiz.de/10012297792
Saved in:
3
One step deeper : gender and
congruity
in celebrity endorsement
Pradhan, Debasis
;
Kapoor, Vikram
;
Moharana, Tapas Ranjan
- In:
Marketing intelligence & planning
35
(
2017
)
6
,
pp. 774-788
Persistent link: https://www.econbiz.de/10011797976
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