The Effect of Celebrity Endorser Selection on Consumer Purchase Intention
While companies often use celebrity endorsement to increase their sales, they fail to realize that the selection of the endorser greatly influences consumer purchase intention. Consequently, they may end up using an endorser based solely on their popularity, with a poor match between the product/br...
שמור ב:
| Principais autores: | , |
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| פורמט: | Artigo |
| שפה: | Inglês |
| יצא לאור: |
Lahore School of Economics
2024-11-01
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| סדרה: | The Lahore Journal of Business |
| נושאים: | |
| גישה מקוונת: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/126 |
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