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...

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Bibliographic Details

Main Authors:	Phang, Grace, de Run, Ernest Cyril
Format:	Article
Language:	en
Published:	Jurnal Kemanusiaan 2007
Subjects:	AC Collections. Series. Collected works BF Psychology HM Sociology
Online Access:	http://ir.unimas.my/id/eprint/179/1/Celebrity_endorser_abstract.pdf http://ir.unimas.my/id/eprint/179/
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