Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior : evidence from rural consumers of India /
Parayitam, Satyanarayana.
Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior : evidence from rural consumers of India / Satyanarayana Parayitam, Lavanyalatha Kakumani, and Naresh Babu Muddangala. - Philadelphia ; Taylor & Francis Group , Fall 2020. - Volume 28, pages 521-540 : illustration ; 28 cm.
Journal of Marketing Theory and Practice, vol. 28, no. 4, pages 521-540, Fall 2020.
Marketing.
Research.
Consumers.
DPer 658.8005 J826 Winter-Fall 2020 v. 28 n. 1-4
Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior : evidence from rural consumers of India / Satyanarayana Parayitam, Lavanyalatha Kakumani, and Naresh Babu Muddangala. - Philadelphia ; Taylor & Francis Group , Fall 2020. - Volume 28, pages 521-540 : illustration ; 28 cm.
Journal of Marketing Theory and Practice, vol. 28, no. 4, pages 521-540, Fall 2020.
Marketing.
Research.
Consumers.
DPer 658.8005 J826 Winter-Fall 2020 v. 28 n. 1-4