Influence of Celebrity Endorsement of Advertisement
A Case Study of Students' Purchase Intentions
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Using celebrity to endorse a product is one of the popular advertising techniques companies use to create awareness and gain favourable responses about their products and services. This expectation is often not realised as negative image about a celebrity endorser, incongruity of a celebrity endorser with the product being endorsed are all capable of inducing low patronage of the product rather than the other way round. This book provides an empirical and incisive knowledge of the celebrity endorsement phenomenon with specific focus on how it affects students' purchase intention. It is written...
Using celebrity to endorse a product is one of the popular advertising techniques companies use to create awareness and gain favourable responses about their products and services. This expectation is often not realised as negative image about a celebrity endorser, incongruity of a celebrity endorser with the product being endorsed are all capable of inducing low patronage of the product rather than the other way round. This book provides an empirical and incisive knowledge of the celebrity endorsement phenomenon with specific focus on how it affects students' purchase intention. It is written in a lucid, engaging and captivating style and will serve as a good reference material and guide for any future academic and professional investigation within the field.
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