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

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