In the Indian context, this phenomenon started gaining prominence with the opening of our economy in the early 1990's. The Hindi film stars from Bollywood and the Indian cricketers are the most prominent celebrities and are in great demand among advertiser and their advertising agencies as brand ...
A SERIES OF THREE ESSAYS THAT EXPLORE THE NATURE OF MEANING FOR WELL-KNOWN BRANDS In this dissertation, three distinct yet interrelated essays address the multifaceted nature of brand meaning and meaning transfer in the context of well-known brands and celebrities. Essay 1, "What do Brands Mean...