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Gold monetization in India as a transformative policy: a mixed method analysis
(Indian Institute of Management Ahmedabad, 2017)
India is the second largest consumer of gold in the world and gold is a major contributor to the current account deficit. Much of the gold goes out of circulation and is not available to support economic activity. To ...
Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
(International Journal of Indian Culture and Business Management, 2016)
Celebrity endorsement is a big market in India and continues to grow bigger. However, in spite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful ...