Title

Influence of TV Endorser Types On Advertising Attitudes and Purchase Intention Among Indian Rural Women: An Exploratory Study

Document Type

Article

Publication Date

10-8-2014

Department

Mass Communication and Journalism

Abstract

self-categorization, source credibility, India, rural women, celebrity endorsers, Kudumbashree

Publication Title

Asian Journal of Communication

Volume

25

First Page

213

Last Page

231

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