The celebrity endorser effects : an examination of source characteristics on brand image building for consumer goods products

• المؤلف الرئيسي: Phang, Ing
• التنسيق: أطروحة
• اللغة: English; English
• منشور في: 2001
• الموضوعات: Branding (Marketing); Brand name products; Brand name products - Valuation - Management
• الوصول للمادة أونلاين: http://psasir.upm.edu.my/id/eprint/77913/1/t%20GSM%202001%2014%20%281900118318%29.pdf; http://psasir.upm.edu.my/id/eprint/77913/

When a consumer chooses a certain brand, many factors actually influence his or her purchase decision. Marketers would like very much to attribute this to the influence of promotion, but other Ps for instance distribution (place), product itself and price are also play their part in influencing a pe...