Role of Culture in Celebrity Endorsement: Brand Endorsement by Celebrities in Indian Context-A Review, Synthesis and Research Propositions

Published By: IIMA on eSS | Published Date: July, 01 , 2013

This paper uses the lens of culture to develop propositions on how customer attitude towards celebrity endorsements is a function of cultural parameters in emerging countries like India. [W.P. No. 2013-07-01]. URL:[http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/12087729752013-07-01.pdf].

Author(s): . Abhishek, Arvind Sahay | Posted on: Aug 08, 2013 | Views(369) | Download (1423)


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