Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes

The purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorsement...

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Detalles Bibliográficos

Principais autores:	Fatemeh Zahedi, Majid Esmaeilpour, Manizheh Bahrainizad
Formato:	Artigo
Idioma:	Persa
Publicado:	Yazd University 2021-02-01
Series:	کاوش‌های مدیریت بازرگانی
Assuntos:	celebrity endorsement purchase intention advertising attitude brand attitude
Acceso en liña:	http://bar.yazd.ac.ir/article_1591_162e375ae144aa67969a04d53051f327.pdf
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