Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Crossref DOI link: https://doi.org/10.1007/s11002-015-9354-1
Published Online: 2015-02-04
Published Print: 2015-09
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Roy, Subhadip
Guha, Abhijit
Biswas, Abhijit
Text and Data Mining valid from 2015-02-04