What is it about?
DEVELOPING A CELEBRITY CREDIBILITY SCALE ON INDIAN CONTEXT
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Why is it important?
STUDY THE CHARACTERISTICS OF CELEBRITY TO BE SELECTED AS A BRAND ENDORSER
Perspectives
INDIAN CONTEXT WITH MORE EMPHASIS ON HOW CELEBRITY LEADS THEIR LIFE ON AND OFF SCREEN THAT IS THE IMAGE OF CELEBRITY
DR RAMENDRA PRATAP SINGH
IBS HYDERABAD-IFHE
Read the Original
This page is a summary of: A Study on Exploring the Factors Influencing Celebrity Endorsement Credibility, Global Business Review, October 2017, SAGE Publications,
DOI: 10.1177/0972150917713537.
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