Measuring the impacts of celebrity endorsement on consumers’ behavioural intentions: a study of consumers from Nestlé Products Sdn Bhd

This study is conducted to explore the impact of celebrity endorsement on consumers’ behavioural intentions with source attractiveness, source trustworthiness, source expertise as well as the fit between the endorser and endorsed product in Nestle Products Sdn Bhd, Mutiara Damansara. The data has be...

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Bibliographic Details

Main Author:	Abdul Samad, Ikmal Annur-Hyffny
Format:	Student Project
Language:	en
Published:	2019
Subjects:	Marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising
Online Access:	https://ir.uitm.edu.my/id/eprint/99066/1/99066.pdf https://ir.uitm.edu.my/id/eprint/99066/
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