Ethnocentrism as a moderator on the relationship between celebrity's source credibility and the purchase intention of cosmetic products among Malaysians

• المؤلف الرئيسي: Fatima Zohra Chekima
• التنسيق: أطروحة
• اللغة: English
• منشور في: 2019
• الموضوعات: HF Commerce
• الوصول للمادة أونلاين: https://eprints.ums.edu.my/id/eprint/25166/1/Ethnocentrism%20as%20a%20moderator%20on%20the%20relationship%20between%20celebrity%27s.pdf; https://eprints.ums.edu.my/id/eprint/25166/

Globalization has led to an increased competition as firms expand their coverage including various domestic and international markets. One of the industries that has been influenced by the globalization is the cosmetic industry. This industry has been growing and expanding around the world in both d...