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Exploring the role of spiritual leaders as celebrity business founders and brand endorsers

Purpose: This paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention. Design/methodology/appr...

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Bibliographic Details
Main Authors:	Sharma, Piyush, Sardana, Deepak, Gupta, Narain, Arli, Denni
Format:	Journal Article
Published:	Emerald 2021
Subjects:	1505 - Marketing
Online Access:	http://hdl.handle.net/20.500.11937/86307

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