Celebrity co-creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision Article (Web of Science) Early Access (Web of Science)

International Collaboration

cited authors

Roy, Subhadip; Mishra, Aditya Shankar; Bailey, Ainsworth Anthony

publication date

December 19, 2023

webpage

Web of Science

published in

PSYCHOLOGY & MARKETING Journal

category

PSYCHOLOGY, APPLIED Category

keywords

India
celebrity co-creator
celebrity endorsements
co-creation
experimental design