Unraveling the effects of celebrity endorsement on consumer purchase intention / Nurul Hayani Abd Rahman, Nani Ilyana Shafie and Dr. Rabitah Harun

• Main Authors: Abd Rahman, Nurul Hayani, Shafie, Nani Ilyana, Harun, Rabitah
• Format: Book Section
• Language: English
• Published: Universiti Teknologi MARA, Kedah 2023
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction; Electronic commerce
• Online Access: https://ir.uitm.edu.my/id/eprint/100582/1/100582.pdf; https://ir.uitm.edu.my/id/eprint/100582/

Celebrity endorsement as a strategic marketing tool has gained considerable attention due to its potential influence on consumer purchase intentions. Furthermore, celebrity endorsement has grown in popularity as a marketing strategy firms use to improve brand visibility and influence consumer behavi...