TY  - BOOK
AU  - Parayitam, Satyanarayana.
AU  - Parayitam, Satyanarayana.
AU  - Kakumani, Lavanyalatha.
AU  - Muddangala, Naresh Babu.
TI  - Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior :	: evidence from rural consumers of India 
U1  - DPer 658.8005 J826 Winter-Fall 2020 v. 28 n. 1-4 
PY  - 2020///
CY  - Philadelphia ; 
PB  - Taylor & Francis Group , 
KW  - Marketing. 	
KW  - Research.	
KW  - Consumers
N1  - Journal of Marketing Theory and Practice, vol. 28, no. 4, pages 521-540, Fall 2020
ER  -