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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
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To brand or to rebrand : investigating to effects of rebranding on brand equity and consumer attitudes
Roy, Subhadip; Sarkar, Soumya - In: The journal of brand management : an international journal 22 (2015) 4, pp. 340-360
Persistent link: https://www.econbiz.de/10011339288
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Female, married and endorsing: integrating celebrity marital status, role congruence and credibility
Roy, Subhadip; Mohapatra, Subhalaxmi - In: Journal of strategic marketing 25 (2017) 1, pp. 14-30
Persistent link: https://www.econbiz.de/10011742898
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Celebrity co-creator or celebrity endorser? : exploring mediating and moderating factors in Marcom decision
Roy, Subhadip; Mishra, Aditya Shankar; Bailey, … - In: Psychology & marketing 41 (2024) 4, pp. 802-818
Persistent link: https://www.econbiz.de/10014518838