Parayitam, Satyanarayana. <br/><br/>
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. 
<br/><br/> Journal of Marketing Theory and Practice, vol. 28, no. 4, pages 521-540, Fall 2020. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing. 	<br/>Research.	 <br/>Consumers.
<br/><br/><label>Dewey Class. No.: </label>DPer 658.8005 J826 Winter-Fall 2020 v. 28 n. 1-4