Personality of international celebrity effectiveness towards Celcom Axiata advertisement / Nur Zaratul Afni Mat Lazim and Zati Izni Shapuan

• Main Authors: Mat Lazim, Nur Zaratul Afni, Shapuan, Zati Izni
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2014
• Subjects: Market segmentation. Target marketing; Marketing research. Marketing research companies. Sales forecasting; Advertising
• Online Access: http://ir.uitm.edu.my/id/eprint/26221/1/PPb_NUR%20ZARATUL%20AFNI%20MAT%20LAZIM%20BM%20M%2014_5.pdf; http://ir.uitm.edu.my/id/eprint/26221/

The use of international celebrity as endorsers has become a popular marketing strategy because it is believed their reputation can positively impact brand. For this study, researcher aim to explore personality of international celebrity effectiveness in Celcom Axiata advertisement. Previous studies...