Examining process mechanism of celebrity attributes on brand advocacy Available to Purchase

Deepa Halder currently works as a Visiting Assistant Professor in the Marketing area at Indian Institute of Management Indore. She holds a doctorate degree (FPM) in Marketing from XLRI Jamshedpur, India. Her doctoral dissertation ventured into the vogues in celebrity brand endorsements in social media. Her keen interest in the area of marketing dates to her learnings during her graduation (B. Com (H)) and postgraduation (M. Com) days in the University of Delhi. Prior to joining IIM Indore, she worked as a faculty at IMT Ghaziabad, India, where she outlined and taught courses like marketing management, business research methods, integrated marketing communication and review of literature for management students, business executives and research scholars. She also holds some experience in corporate consulting. Her academic interests involve the positive aspects and attributes of celebrity endorsement, topical tools of celebrity brand advertising in digital media and complex consumer responses and behavior like cynicism. Some of her literary pieces of work have also been published in the top academic journals like the Journal of Business Research and the International Journal of Consumer Studies. Besides, she acts as a reviewer for reputed international and national marketing and management conferences and journals.

Ravi Shekhar Kumar is an Associate Professor of Marketing at XLRI, Jamshedpur, India. He has obtained his FPM (Ph.D.) from Indian Institute of Management, Lucknow, and Bachelor of Technology from Indian Institute of Technology (BHU), Varanasi. His academic interest lies in brand equity, experiential marketing, marketing promotions and CSR-based branding. He has published research papers in international journals such as European Journal of Marketing, Marketing Intelligence & Planning, Journal of Retailing and Consumer Services and International Journal of Consumer Studies.

Debashree Roy is currently working as an Assistant Professor of Marketing at the Great Lakes Institute of Management, Chennai, India. She holds a Ph.D. (FPM) in Marketing from XLRI, Jamshedpur, India. Her notable research works have been published in academic journals, including Psychology & Marketing, Journal of Brand Management and International Journal of Consumer Studies. She has presented her work at several leading international marketing conferences. Her research interests include inclusive and authentic advertising, consumer psychology of brand communities, customer engagement and sponsorship. She serves as a reviewer in various academic journals and conferences.