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

• المؤلفون الرئيسيون: Phang, Grace, de Run, Ernest Cyril
• التنسيق: E-Article
• اللغة: English
• منشور في: Jurnal Kemanusiaan 2007
• الموضوعات: AC Collections. Series. Collected works; BF Psychology; HM Sociology
• الوصول للمادة أونلاين: http://ir.unimas.my/id/eprint/179/1/Celebrity_endorser_abstract.pdf; http://ir.unimas.my/id/eprint/179/

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 u...