Work

Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement

Year: 2022

Type: article

Study design: Observational Study

Source: International Journal of Strategic Communication

DOI: 10.1080/1553118x.2022.2033978

Authors: Nilesh Arora, Sanjeev Prashar, Chandan Parsad, Sai Vijay

Institutions: Chandigarh University, Indian Institute of Management Raipur, Indian Institute of Management Bodh Gaya, Indian Institute of Management Ranchi

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4287878162

FWCI: 1.798

Cites: 79

Cited by: 14

Related to: 10