Celebrity endorsement is a potent adverting strategy used to promote brands in the market
space. In Africa and Asia, celebrity endorsement has developed dramatically as an essential …

Purpose–This paper aims to examine the importance and concept of idol attachment, model
its antecedents and moderators and assess its influence on human brand loyalty …

The purpose of this research is to examine the influence of consumer attitudinal dispositions
on purchase intention toward foreign products and to determine which socio-cultural …

Researches conducted in social sciences require different statistical techniques in order to
interpret the quantitative data gathered from sample. The selection of the techniques heavily …

The purpose of this study is to investigate the predictors of E-HRM implementation and
adoption in the small medium enterprise (SMEs) in the manufacturing sector. Three main …

Personalities who are well known in public because of their credibility and the work they do
is known as celebrity. Advertisers are using celebrity to enhance the effectiveness and …

This study explores the irrational aspects of consumer behavior, focusing on conspicuous
consumption driven by the pursuit of status and self-expression. It examines how consumers …

Reklamda ünlü kullanımı, işletmeler için en önemlitutundurma stratejilerinden birisidir. Bu
stratejinin başarılı olabilmesi içinkullanılan ünlünün ve ürünün uyumlu olması ve bu uyumun …

The aim of this study is to investigate the relationship between new human resource
management (NHRM) practices and innovation performance. Further, the moderating role of …

The universe of today is evolving quickly and the country like India is no exception.
Predominantly after the opening up of the economy, the pace of progress that India and its …