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

. Abhishek and Arvind Sahay ()

Working Papers from eSocialSciences

Abstract: 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].

Keywords: celebrity endorsement; culture; congruence; emerging economy; Indian markets; emerging countries; India; consumers (search for similar items in EconPapers)
Date: 2013-08
Note: Institutional Papers
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