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Impact of nature of advergames on brand recall and brand attitude among young Indian gamers : moderating roles of game-product congruence and persuasion knowledge

Vashisht, Devika; Sreejesh, S. - In: Young consumers : insight and ideas for responsible … 16 (2015) 4, pp. 454-467

Persistent link: https://www.econbiz.de/10011522157

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

The changing portrayal of children in Indian advertisements : a comparative study of the three decades

Choudhary, Sharuti; Roy, Subhadip - In: Young consumers : insight and ideas for responsible … 23 (2022) 4, pp. 570-586

Persistent link: https://www.econbiz.de/10013454855

What really works for teenagers: human or fictional celebrity?

Jain, Varsha; Roy, Subhadip; Daswani, Aarzoo; Sudha, Mari - In: Young Consumers 12 (2011) 2, pp. 171-183

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...

Persistent link: https://www.econbiz.de/10015044278

Devoted to you my love : brand devotion amongst young consumers in emerging Indian market

Sarkar, Abhigyan; Sarkar, Juhi Gahlot - In: Asia Pacific journal of marketing and logistics 28 (2016) 2, pp. 180-197

Persistent link: https://www.econbiz.de/10011562881

You are an embarrassment : a qualtative investigation of brand embarrassment among young adolescents

Sarkar, Juhi Gahlot; Sarkar, Abhigyan - In: Qualitative market research : an international journal 20 (2017) 3, pp. 289-305

Persistent link: https://www.econbiz.de/10011748654

Impact of online advertising on adolescent's brand attitudes

Eshghi, Abdolreza; Sarkar, Juhi Gahlot; Sarkar, Abhigyan - In: Marketing intelligence & planning 35 (2017) 6, pp. 706-723

Persistent link: https://www.econbiz.de/10011797790

Validating fashion brand centrality scale amongst young adults

Sarkar, Abhigyan; Sarkar, Juhi Gahlot - In: Journal of fashion marketing and management 21 (2017) 1, pp. 133-156

Persistent link: https://www.econbiz.de/10011703074

Exploration of brand sacralization among the young adult consumers in the context of emerging Asian market

Sarkar, Juhi Gahlot; Sarkar, Abhigyan; Ponnam, Abhilash - In: Young consumers : insight and ideas for responsible … 16 (2015) 3, pp. 264-280

Persistent link: https://www.econbiz.de/10011443540