Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables

The use of and literature on celebrity endorsers is extensive. Nevertheless there is limited study on the impact of such use to a company’s image by respondent’s gender and replication of past findings in a Malaysian context. This study utilizes a factorial design to measure the interaction of the...

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Bibliographic Details
Main Authors: Phang, Grace, de Run, Ernest Cyril
Format: E-Article
Language:English
Published: Universiti Malaysia Sarawak 2014
Subjects:
Online Access:http://ir.unimas.my/id/eprint/1407/1/celeberity%2Bendorser%2Band%2Brespondents%2Bgender%2B%2528abstract%2529%20%281%29.pdf
http://ir.unimas.my/id/eprint/1407/
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