The celebrity credibility scale developed by Singh and Banerjee [Singh, RP, & Banerjee,
N.(2018). A study on exploring the factors influencing celebrity endorsement credibility …

Although brand personality as a research construct has been gaining immense
consideration since the inception of the new millennium, the nature of research conducted …

This research aims to study the relationships between brand personality and commitment
towards brands. More specifically, the study objective is to determine whether brand …

Brands are rapidly moving away from the traditional transactional approach to a relational
journey with their users. In most cases, Consumer-Brand Relationships are based on the …

Sales promotion is known for providing additional benefits to the consumers and these
benefits may have an impact on the development of consumer-based brand equity. Although …

This article explores the various dimensions of early recruitment activities (ERAs) such as
publicity, sponsorship, word of mouth and advertisement, and its impact on employer brand …

Celebrity endorsement has been an important area of study from the perspectives of
marketers as well as consumers. This research aims at developing and testing a model of …

The effectiveness of a logo in creating favourable brand perception depends on how its
aesthetic and semiotic attributes are evaluated. This study examines the relationship …

This present study investigates the moderating effect of celebrity endorsers' perceived
religiosity in the relationship between dimensions in source credibility theory and …

The main aim of this research was to examine the effect of intrinsic attributes on impulsive
buying behaviour among young consumers with special reference to Indian context. After …