Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables
The use of and literature on celebrity endorsers is extensive. Nevertheless there is limited study on the impact of such use to a company’s image by respondent’s gender and replication of past findings in a Malaysian context. This study utilizes a factorial design to measure the interaction of the u...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | E-Article |
| Language: | English |
| Published: |
Jurnal Kemanusiaan
2007
|
| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/179/1/Celebrity_endorser_abstract.pdf http://ir.unimas.my/id/eprint/179/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|