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DECISION (IIMC Official Journal)
2019, Volume 46
Issue 3, September 2019
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Issue Date
Title
Author(s)
2019-09
Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression
Arora, Nilesh
;
Prashar, Sanjeev
;
Prasad, Chandan
;
Tata, Sai Vijay
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Author
1
Prasad, Chandan
1
Prashar, Sanjeev
Subject
1
Attitude towards the advertisement
1
Celebrity attractiveness
1
Celebrity–product congruence
1
Consumer involvement
1
Purchase intention
Date issued
1
2019