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Varsha JAIN; Subhadip ROY; Abhishek KUMAR; Anusha KABRA;
  • Journal: Management & Marketing,volume 5,issue 4 Winter
  • Subject: Celebrity endorsement, Consumer Attitudes, Experimental Design, Regional celebrity.

The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Reg... View more
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