The influence of celebrity endorsement on actual purchase behaviour with mediating role of brand equity: A study on local food brands

• Main Author: Nur Shazzana, Ahmad Shaker
• Format: Thesis
• Language: English; English
• Published: 2015
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: http://etd.uum.edu.my/5503/

With fiercely intense competition, having a good product alone seems inadequate to sustain and be among the top notch product in the market. To do so, marketing strategy of most business firms relies heavily on advertising to promote their products and capitalize the most prominent technique in this...