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Celebrity Endorsement and Market Valuation: Evidence from India
Arpita Agnihotri
, Saurabh Bhattacharya
School of Business Administration (Harrisburg)
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Keyphrases
India
100%
Celebrity Endorsement
100%
Market Valuation
100%
Popular
12%
Firm Performance
12%
Advertising Expenditure
12%
Extant Literature
12%
Financial Returns
12%
Emerging Economies
12%
Fama
12%
Means of Communication
12%
Marketing Expenditure
12%
National Culture
12%
Market Performance
12%
Efficient Market Hypothesis
12%
Indian Firms
12%
Source Credibility Theory
12%
Economics, Econometrics and Finance
Marketing
100%
Efficient Market Hypothesis
100%
Emerging Economies
100%
Market Performance
100%