Sports Celebrity endorsement impact on purchase intention
This research aims to study Celebrity Endorsement in the context of Social Media when practiced by Sports Celebrities and its influence on Purchase Intention. Four dimensions were studied: Word-of-Mouth, Brand Image, Brand Trust and Brand Attitude. Relating these variables, we intended to answer th...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade de Santiago de Compostela
2023-07-01
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| Series: | Revista Galega de Economía |
| Subjects: | |
| Online Access: | https://revistas.usc.gal/index.php/rge/article/view/8710 |