A study of the relationship between celebrity endorsement and advertising effectiveness / Nurul Ain Mohamad Razi

• Main Author: Mohamad Razi, Nurul Ain
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: Success in business. Performance; Market surveys. Including brand choice. Brand loyalty; Moral and ethical aspects; Advertising campaigns; Methods. Outdoor advertising. Billboards. Posters
• Online Access: https://ir.uitm.edu.my/id/eprint/71929/1/71929.pdf; https://ir.uitm.edu.my/id/eprint/71929/

Celebrity endorsement is a useful tool for marketers to promote the product or services of the organization. It also an easy way to create brand awareness in consumer either they use familiar or unfamiliar celebrity to promote the company product. Many researchers are arguing the successfulness of u...