Browsing Student Projects by Author "Jain, Ankur"
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Investigating the extent of negative celebrity endorsement or image perception on consumers’ purchase intention
Jain, Ankur; Reshamwala, Rutvik (Indian Institute of Management Ahmedabad, 2023-08-16)The modern world of marketing communication is replete with advertisements, and therefore, it is hard to differentiate one’s advertisement from its competitors. The glamour of a celebrity seldom goes unnoticed, and it has ...