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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
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Consumer-celebrity parasocial interaction : a conditional process analysis
Parmar, Yadvinder; Mann, Bikram Jit Singh - In: Global business review 25 (2024) 4, pp. 1026-1046
Persistent link: https://www.econbiz.de/10015163002
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Impact of celebrity endorser as in-store stimuli on impulse buying
Parmar, Yadvinder; Mann, Bikram Jit Singh; Kaur Ghuman, … - In: The international review of retail, distribution and … 30 (2020) 5, pp. 576-595
Persistent link: https://www.econbiz.de/10012315163
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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