African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Full Length Research Paper

Fame versus no name: Gauging the impact of celebrities and non-celebrities endorsement on purchase

Bhavesh Kumar J. Parmar
  • Bhavesh Kumar J. Parmar
  • Department of Business Management, S.P. College of Engineering, Gujarat Technological University, India.
  • Google Scholar
Rajnikant P. Patel
  • Rajnikant P. Patel
  • G.H. Patel Postgraduate Institute of Business Management, Sardar Patel University, India.
  • Google Scholar


  •  Received: 18 September 2014
  •  Accepted: 29 December 2014
  •  Published: 28 February 2015

Authors

Bhavesh Kumar J. Parmar
Department of Business Management, S.P. College of Engineering, Gujarat Technological University, India.

Rajnikant P. Patel
G.H. Patel Postgraduate Institute of Business Management, Sardar Patel University, India.

Corresponding Author Email: [email protected]