The Impact of Celebrity Endorsement on Brand Affection and Purchase Intention: The Mediating Role of Word of Mouth
Celebrity endorsement is widely used as an advertising technique. This study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, as predictors of positive word of mouth by consumers. It also gauges the impact of word of mouth on purchase inte...
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| Autor principal: | |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Lahore School of Economics
2017-05-01
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| coleção: | The Lahore Journal of Business |
| Assuntos: | |
| Acesso em linha: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/51 |
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