Browsing Faculty Publications (Bibliographic) by Author "Bailey, Ainsworth Anthony"
Now showing items 1-2 of 2
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Celebrity co-creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision
Roy, Subhadip; Mishra, Aditya Shankar; Bailey, Ainsworth Anthony (WILEY, 2023-12-19)The present research delves into the concept of celebrity co‐creation from theconsumer behavior perspective. It explores the impact of the degree of a celebrity'sinvolvement with a brand (celebrity as an endorser vs. ... -
Celebrity co‐creator or celebrity endorser? Exploringmediating and moderating factors in Marcom decision
Roy, Subhadip; Mishra, Aditya Shankar; Bailey, Ainsworth Anthony (Wiley, 2023-12-19)The present research delves into the concept of celebrity co‐creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. ...