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/approach The authors collected data from two studies in India, one with urban ( N = 307) and another with rural ( N = 206) consumers of fast moving consumer...