Browsing Journal Articles by Author "Jaikumar, S."
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Celebrity endorsements and branding strategies: event study from India
Sahay, Arvind; Jaikumar, S. (Journal of Product and Brand Management, 2015)Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the ...