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Meaning transfer in celebrity endorsements : an explanation using metaphors

Roy, Subhadip - In: Journal of marketing communications 24 (2018) 8, pp. 843-862

Persistent link: https://www.econbiz.de/10011976103

The moderating role of consumer personality and source credibility in celebrity endorsements

Roy, Subhadip; Jain, Varsha; Rana, Pragati - In: Asia-Pacific Journal of Business Administration 5 (2013) 1, pp. 72-88

Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...

Persistent link: https://www.econbiz.de/10014674235

DIFFERENTIAL EFFECT OF NATIONAL VS. REGIONAL CELEBRITIES ON CONSUMER ATTITUDES

JAIN, Varsha; ROY, Subhadip; KUMAR, Abhishek; KABRA, Anusha - In: Management & Marketing 5 (2010) 4

The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Regional celebrity when...

Persistent link: https://www.econbiz.de/10008752193

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

Owner or endoser? : investigating the effectiveness of celebrity owners of sports teams as endorsers

Roy, Subhadip; Pansari, Anita - In: International journal of sports marketing & sponsorship 15 (2014) 2, pp. 89-106

Persistent link: https://www.econbiz.de/10010258211

Predicting the effectiveness of celebrity endorsements using the balance theory

Roy, Subhadip; Gammoh, Bashar S.; Koh, Anthony C. - In: Journal of customer behaviour 11 (2012) 1, pp. 33-52

Persistent link: https://www.econbiz.de/10009563574

The moderating role of consumer personality and source credibility in celebrity endorsements

Roy, Subhadip; Jain, Varsha; Rana, Pragati - In: Asia-Pacific journal of business administration 5 (2013) 1, pp. 72-88

Persistent link: https://www.econbiz.de/10009738416

The role of country of origin in celebrity endorsements : integrating effects of brand familiarity

Roy, Subhadip; Bagdare, Shilpa - In: Journal of global marketing 28 (2015) 3/5, pp. 133-151

Persistent link: https://www.econbiz.de/10011433864

Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency

Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit - In: Marketing letters : a journal of research in marketing 26 (2015) 3, pp. 363-376

Persistent link: https://www.econbiz.de/10011312160

Exploring meaning transfer in celebrity endorsements : measurement and validation

Roy, Subhadip; Jain, Varsha - In: Asia-Pacific journal of business administration 9 (2017) 2, pp. 87-104

Persistent link: https://www.econbiz.de/10011740431