Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets

QR Code

Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets

Purpose: This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers' intrinsic religiosity on perceived value of brands endorsed by religious leaders. Design/methodology/a...

Full description

Bibliographic Details
Main Authors:	Arli, Denni, Gupta, Narain, Sardana, Deepak, Sharma, Piyush
Format:	Journal Article
Published:	Emerald 2022
Online Access:	http://hdl.handle.net/20.500.11937/88087

Similar Items

Exploring the role of spiritual leaders as celebrity business founders and brand endorsers
by: Sharma, Piyush, et al.
Published: (2021)

Demystifying the Rise of Spiritual Brands in Emerging Markets: Impact of Religiosity, Spirituality and Materialism on Consumer Demand
by: Sardana, D., et al.
Published: (2018)

Interactive impact of religiosity, spirituality and materialism on the consumer demand for spiritual brands in the emerging markets
by: Sharma, Piyush, et al.
Published: (2018)

Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands
by: Sardana, D., et al.
Published: (2018)

Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism and self-brand connections
by: Loh, Huey Shee, et al.
Published: (2020)

Demystifying the Impact of Marketing Decisions on Market Share and Firm Value - A Chain-of-effects Perspective
by: Adithipyangkul, pattarin, et al.
Published: (2020)

Building Stronger Brands in Emerging Markets: Challenges and Opportunities
by: Sharma, Piyush, et al.
Published: (2018)

Demystifying the dark side of board political capital
by: Leung, Tak Yan, et al.
Published: (2021)

Demystifying Adaptive Selling – Exploring Salesperson Attributes and Service Behaviors
by: Sharma, Piyush, et al.
Published: (2015)

Demystifying counterfeit purchase behaviour: Towards a comprehensive conceptual framework
by: Sharma, Piyush, et al.
Published: (2008)

Demystifying deliberate counterfeit purchase behaviour: Towards a unified conceptual framework
by: Sharma, Piyush, et al.
Published: (2015)

Demystifying Counterfeit Purchase Behavior: Towards a Comprehensive Conceptual Framework
by: Sharma, Piyush, et al.
Published: (2015)

Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement
by: Sharma, Piyush
Published: (2011)

Demystifying Intercultural Service Encounters: Toward a Comprehensive Conceptual Framework
by: Sharma, Piyush, et al.
Published: (2009)

Impact of Celebrity Brand Endorsements on Decision Making of British- Indian Community: An Inter-Generational Comparison
by: Sharma, Abhilasha
Published: (2011)

Demystifying the impact of self-indulgence and self-control on customer-employee rapport and customer happiness
by: Fatima, J., et al.
Published: (2020)

Emerging Research Topics in Management and Marketing areas
by: Sharma, Piyush
Published: (2016)

Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies
by: Chan, Wa Kimmy, et al.
Published: (2022)

Evaluation of retail services: A developed vs emerging markets perspective
by: Sharma, Piyush, et al.
Published: (2012)

Challenges and Opportunities for Marketers in the Emerging Markets
by: Sharma, Piyush, et al.
Published: (2018)

Impact of Celebrity Endorsements on Consumers' Purchase Intentions and Overall Brand
by: Modi, Shweta
Published: (2007)

Purchasing celebrity-endorsed brands as a way of self-presentation
by: Yue, Xiaofan, et al.
Published: (2024)

Demystifying the impact of CEO transformational leadership on firm performance: Interactive roles of exploratory innovation and environmental uncertainty
by: Chen, J., et al.
Published: (2019)

Muhibah is not religious pluralism: the understanding of religious coexistence among religious leaders in Malaysia
by: Ibrahim, Haslina, et al.
Published: (2016)

Demystifying the Meese-Rogoff Puzzle
by: Moosa, I., et al.
Published: (2015)

Demystifying the differences in the impact of training and incentives on employee performance: Mediating roles of trust and knowledge sharing
by: Sharma, Piyush, et al.
Published: (2020)

Business trends and opportunities: the emerging markets of religious foods
by: Haque, A. K. M. Ahasanul, et al.
Published: (2018)

Impact of product differentiation, marketing investments and brand equity on pricing strategies
by: Davcik, N., et al.
Published: (2015)

Religious tolerance conceptual framework: Malaysian religious leaders and scholars’ perspective
by: Nur Farhana Abdul Rahman,, et al.
Published: (2023)

Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness
by: Sharma, Piyush
Published: (2011)

The Effectiveness of Celebrity Endorsement in Luxury Fashion Brands and Consumers’ Perspective towards them.
by: Nguyen, Phuong
Published: (2012)

The effects of celebrity endorsement on brand reputation and consumer behaviour among UTAR students
by: Foo, Nicolette Ni En
Published: (2024)

Emerging Market Brands : Malaysian Consumers’ Perception
by: Ng, Qi Hui
Published: (2012)

Demystifying the Meese-Rogoff Puzzle Preface
by: Moosa, I., et al.
Published: (2015)

Emerging Pharma Markets
by: Gupta, Shrey
Published: (2014)

Solid endorsement
by: Tan, Ming Wai
Published: (2016)

Examining Sports Endorsement/Sponsorship Campaigns' Effectiveness Towards: Cord-Cutters Brand Attachment
by: Souza, Tatum
Published: (2017)

The effectiveness of social media influences and celebrity endorser on the Smartphone users’ brand choice behavior
by: Kalam, Abul
Published: (2023)

The impact of strategic alignment and responsiveness to market on manufacturing firm's performance
by: Sardana, D., et al.
Published: (2016)

The Role of Religious Leaders on Digital Piracy Attitude and Intention
by: Casidy, R., et al.
Published: (2016)