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One step deeper : gender and congruity in celebrity endorsement

Pradhan, Debasis; Kapoor, Vikram; Moharana, Tapas Ranjan - In: Marketing intelligence & planning 35 (2017) 6, pp. 774-788

Persistent link: https://www.econbiz.de/10011797976

Influence of celebrity, destination and tourist personality on destination attachment and revisit intention : Moderating roles of endorsement embeddedness, destination crowding and gender

Pradhan, Debasis; Moharana, Tapas Ranjan; Malik, Garima - In: Journal of destination marketing & management 27 (2023), pp. 1-19

Persistent link: https://www.econbiz.de/10014285166

One step deeper: gender and congruity in celebrity endorsement

Pradhan, Debasis; Kapoor, Vikram; Moharana, Tapas Ranjan - In: Marketing Intelligence & Planning 35 (2017) 6, pp. 774-788

Purpose The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI). Additionally, it delves into the mediating roles of...

Persistent link: https://www.econbiz.de/10014947038