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Keywords: Behavioural finance
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Journal Articles
Do celebrity endorsements influence stock investment intentions?
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (6): 804–819.
Published: 07 June 2022
... to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market. Design/methodology/approach The study used a questionnaire based on a conjoint analysis technique. The retail investors from India...
