Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis von Parmar, Yadvinder, Mann, Bikram Jit Singh

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A New Scale to Capture the Multidimensionality of Celebrity Image von Mann, Bikram Jit Singh, Parmar, Yadvinder, Ghuman, Mandeep Kaur

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The Match-up Between Celebrity Associations and Product Type von Parmar, Yadvinder, Ghuman, Mandeep Kaur, Mann, Bikram Jit Singh

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Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection von Parmar, Yadvinder, Mann, Bikram Jit Singh

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Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations von Ghuman, Mandeep Kaur, Parmar, Yadvinder, Mann, Bikram Jit Singh

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The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment von Namrata, Parmar, Yadvinder

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Role of green advertisement authenticity in determining customers' pro‐environmental behavior von Kaur, Kulwinder, Kumar, Vikas, Syan, Amanjot Singh, Parmar, Yadvinder

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