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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 ...
Consumer preference for nutrition front-of-pack-label formats in India: Evidence from a large-scale experimental survey
(Elsevier, 2023-09-16)
Global policy discourse emphasizes placing front-of-pack nutrition labels (FOPLs) on packaged foods, but debates continue to rage on the appropriate format. There are two key types of label formats, summary and informative. ...