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Keywords: Celebrity credibility
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2020) 12 (1): 79–92.
Published: 07 February 2020
...Raksha R. Deshbhag; Bijuna C. Mohan Purpose The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers. Design/methodology/approach...
