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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Bibliographic Details
Main Author: Muda, Mazzini
Format: Thesis
Language:English
Published: 2013
Online Access:http://ir.uitm.edu.my/id/eprint/16420/
http://ir.uitm.edu.my/id/eprint/16420/1/ABS_MAZZINI%20MUDA%20TDRA%20VOL%205%20IGS_14.pdf

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