Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda
The use of celebrities as endorser of product in advertisements is a very popular strategy in marketing communications. Empirical evidences from western samples justify the hiring of celebrities in advertisements. While the strategy has spread across other countries around the world, there is a lack...
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| Format: | Book Section |
| Language: | English |
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Institute of Graduate Studies, UiTM
2014
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| Online Access: | https://ir.uitm.edu.my/id/eprint/19287/1/ABS_MAZZINI%20MUDA%20TDRA%20VOL%205%20IGS_14.pdf |