Mulye, Rajendra
21 April 2018
Saldanha, Natalya ORCID: 0000-0002-0980-8757, Mulye, Rajendra and Rahman, Kaleel
ORCID: 0000-0002-1602-2955
(2018)
Who is the attached endorser? an examination of the attachment-endorsement spectrum.
Journal of Retailing and Consumer Services, 43.
pp. 242-250.
ISSN 0969-6989
24 October 2018
Saldanha, Natalya ORCID: 0000-0002-0980-8757, Mulye, Rajendra and Rahman, Kaleel
ORCID: 0000-0002-1602-2955
(2018)
A strategic view of celebrity endorsements through the attachment lens.
Journal of Strategic Marketing, 28 (5).
pp. 434-454.
ISSN 0965-254X
17 February 2022
Saldanha, Natalya ORCID: 0000-0002-0980-8757, Mulye, Rajendra
ORCID: 0000-0002-5441-4693 and Rahman, Kaleel
ORCID: 0000-0002-1602-2955
(2022)
Cancel culture and the consumer: a strategic marketing perspective.
Journal of Strategic Marketing, 31 (5).
pp. 1071-1086.
ISSN 0965-254X