... specifically explores the moderating role of celebrity endorsements in the relationship between text-image presentation information and sales. Design/methodology/approach This study is based on regression analysis using data sets from the largest online book retailer in China, Dangdang.com. Findings...

...Saravana Jaikumar; Arvind Sahay Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value...