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Customer Perception about Celebrity Endorsement in Television Advertising for Retail Brands
Jain, Varsha; Sudha, Mari; Daswani, Aarzoo - 2010
The retail sector is one of the fastest moving sectors in India. Its target audience is mainly youth who constitute 50% of the Indian population. Retail brands need to be positioned for this segment, and one of the strategies used is celebrity endorsement. Television Audience Measurement (TAM)...
Persistent link: https://www.econbiz.de/10014199394
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What really works for teenagers : human or fictional celebrity?
Jain, Varsha; Roy, Subhadip; Daswani, Aarzoo; Sudha, Mari - In: Young consumers : insight and ideas for responsible … 12 (2011) 2, pp. 171-183
Persistent link: https://www.econbiz.de/10009240248
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Insight on celebrity endorsement : consumer perspective
Jain, Varsha; Daswani, Aarzoo; Kumar, Abhishek - In: Brand research : [an outcome of the second …, (pp. 141-153). 2009
Persistent link: https://www.econbiz.de/10009623337
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Understanding Indians purchase behaviour process : luxury apparel sector
Jain, Varsha; Pingle, Sonal; Daswani, Aarzoo - In: Metamorphosis : a journal of management research 11 (2012) 1, pp. 82-4
Persistent link: https://www.econbiz.de/10009693825
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Are we committed to teach entrepreneurship in business school? : an empirical analysis of lecturers in India, Singapore and Malaysia
Trivedi, Rohit - In: Journal of enterprising communities : people and places … 8 (2014) 1, pp. 71-81
Persistent link: https://www.econbiz.de/10010337022
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Does university play significant role in shaping entrepreneurial intention? : a cross-country comparartive analysis
Trivedi, Rohit - In: Journal of small business and enterprise development 23 (2016) 3, pp. 790-811
Persistent link: https://www.econbiz.de/10011573460
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Understanding underdog brand positioning effects among emerging market consumers : a moderated mediation approach
Patel, Jayesh D.; Trivedi, Rohit; Malhotra, Svablum; … - In: The journal of product & brand management 33 (2024) 8, pp. 1013-1026
Persistent link: https://www.econbiz.de/10015173298
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How to implement informational and emotional appeals in print advertisements : a framework for choosing ad appeals based on advertisers' objectives and targeted demographics
Teichert, Thorsten; Hardeck, Dirk; Liu, Yong; Trivedi, Rohit - In: Journal of advertising research 58 (2018) 3, pp. 363-379
Persistent link: https://www.econbiz.de/10011929132
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Entrepreneurial-intention constraint model : a comparative analysis among post-graduate management students in India, Singapore and Malaysia
Trivedi, Rohit - In: International entrepreneurship and management journal 13 (2017) 4, pp. 1239-1261
Persistent link: https://www.econbiz.de/10011950790
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Using hotel reviews to assess hotel frontline employees' roles and performances
Hu, Feng; Trivedi, Rohit; Teichert, Thorsten - In: International journal of contemporary hospitality management 34 (2022) 5, pp. 1796-1822
Persistent link: https://www.econbiz.de/10013412103