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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

Spokesperson effectiveness in B2B advertising : spokesperson characteristics and posture using eye-tracking

Dutta, Tanusree; Roy, Subhadip; Sarkar, Soumya; Nag, Sudipa - In: The journal of business & industrial marketing 39 (2024) 12, pp. 2699-2715

Persistent link: https://www.econbiz.de/10015205299

Physimorphic vs. typographic logos in destination marketing : integrating destination familiarity and consumer characteristics

Roy, Subhadip; Attri, Rekha - In: Tourism management : research, policies, practice 92 (2022), pp. 1-12

Persistent link: https://www.econbiz.de/10013326666

Celebrity endorsements in destination marketing : a three country investigation

Roy, Subhadip; Dryl, Wioleta; Gil, Luciana de Araujo - In: Tourism management : research, policies, practice 83 (2021), pp. 1-18

Persistent link: https://www.econbiz.de/10012417492

Spokesperson effectiveness in B2B advertising: spokesperson characteristics and posture using eye-tracking

Dutta, Tanusree; Roy, Subhadip; Sarkar, Soumya; Nag, Sudipa - In: Journal of Business & Industrial Marketing 39 (2024) 12, pp. 2699-2715

Purpose This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by...

Persistent link: https://www.econbiz.de/10015349160