Profils utilisateurs correspondant à "Debashish Pradhan"
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Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention
D Pradhan, I Duraipandian, D Sethi - Journal of Marketing …, 2016 - Taylor & Francis
The present study provides and tests a conceptual framework aimed at comparing the relative
effectiveness of celebrity–user, brand–celebrity, and user–brand personality congruence …
effectiveness of celebrity–user, brand–celebrity, and user–brand personality congruence …
Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands
Consumer avoidance of brands and influencers is a widespread phenomenon, especially
among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when …
among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when …
Forty-five years of celebrity credibility and endorsement literature: Review and learnings
Celebrity credibility constitutes a significant portion of the celebrity brand endorsement
literature. While this field of research is mature with a rich history of 45 years, it lacks a …
literature. While this field of research is mature with a rich history of 45 years, it lacks a …
Brand communities: A literature review and future research agendas using TCCM approach
D Roy Bhattacharjee, D Pradhan… - International Journal of …, 2022 - Wiley Online Library
Academic interest in brand community research has burgeoned in the past two decades.
Despite its importance, there has been a paucity of effort in reviewing the growing research. …
Despite its importance, there has been a paucity of effort in reviewing the growing research. …
Materialism and compulsive buying behaviour: The role of consumer credit card use and impulse buying
Purpose The purpose of this paper is to study the impact of materialism on credit card (CC)
use and impulsive buying (IB) and compulsive buying (CB) behaviour. Furthermore, it …
use and impulsive buying (IB) and compulsive buying (CB) behaviour. Furthermore, it …
When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence
Sport fans engage themselves in several forms of behaviour to lend support to their favourite
sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and …
sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and …
Influence of celebrity, destination and tourist personality on destination attachment and revisit intention: Moderating roles of endorsement embeddedness, destination …
We draw on the congruity theory and brand personality literature to investigate the influence
of three personality dyads—(1) tourist–destination personality congruence, (2) tourist–…
of three personality dyads—(1) tourist–destination personality congruence, (2) tourist–…
Factors influencing technology adoption amongst small retailers: insights from thematic analysis
Purpose The present study aims to understand small retailers' current use of various low-cost
technologies and the factors responsible for small retailers' adoption. Furthermore, these …
technologies and the factors responsible for small retailers' adoption. Furthermore, these …
I (do not) consume; therefore, I am: Investigating materialism and voluntary simplicity through a moderated mediation model
With the burgeoning of consumer culture and materialism on a global scale, a counter‐culture
movement, namely, voluntary simplicity, is slowly gaining currency. Extant research …
movement, namely, voluntary simplicity, is slowly gaining currency. Extant research …
Software Defect Prediction Model Using AdaBoost based Random Forest Technique
Software testing is a crucial step in the development procedure. Typically, the defects or errors
caused by developers are often dealt with a while later in software development, leading …
caused by developers are often dealt with a while later in software development, leading …