Celebrity and non-celebrity endorsement effectiveness on consumers’ attitude towards advertisement

Celebrities have been used extensively in advertisement to promote products and brands.This is especially true for shopping, specialty and luxury items of consumer products.Earlier studies has also indicated that by using celebrities, it would increase the rate of acceptance among consumers towards...

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Bibliographic Details
Main Authors: Md Said, Nor Pujawati, Wan Napi, Wan Noraini
Format: Article
Language:English
Published: International Academic Research Journal 2015
Subjects:
Online Access:https://repo.uum.edu.my/id/eprint/16137/1/49.pdf