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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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
International Academic Research Journal
2015
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/16137/1/49.pdf http://repo.uum.edu.my/16137/ http://www.iarjournal.com/iar-journal/iar-journal-of-business-and-technology/ |
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