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...

Purpose – This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the...

This paper discusses about consumers’ perception of country of origin effects on organizational capabilities and industries. An affirmative result would suggest that marketers could favorably align their promotional strategies considering the Country of Origin (COO) effects. Multiple...