A. Suman

Scholar9 ID | S9-042025-3012185

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📚 Publications (1)

A STUDY ON IMPACT OF NEGATIVE PUBLICITY ON CUSTOMER PURCHASE DECISIONS - THE ROLE OF CELEBRITY ENDORSEMENT

Journal: International Journal of Marketing and Human Resource Management • June 2021

India is known for cherishing its stars and more populace of youth. The instrument of celebrity endorsement underwriting has these days turned into an unavoidable component in promotion and brand comm...

Celebrity endorsement Consumer attitude Negative publicity Brand image

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