Effectiveness of celebrity endorsement on high and low involvement products
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are featured. The purpose of this research study is to examine two issues- whether celebrity or non-celebrity endorsement is more effective in increasing purchase intention and affect towards product feat...
| Huvudupphovsmän: | , , |
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| Övriga upphovsmän: | |
| Materialtyp: | Final Year Project (FYP) |
| Språk: | English |
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2009
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| Länkar: | http://hdl.handle.net/10356/15227 |