Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement

• المؤلفون الرئيسيون: Md Said, Nor Pujawati, Wan Napi, Wan Noraini
• التنسيق: مقال
• اللغة: English
• منشور في: International Academic Research Journal 2015
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: http://repo.uum.edu.my/17007/1/29.pdf; http://repo.uum.edu.my/17007/; http://www.iarjournal.com/iar-journal/iar-journal-of-business-and-technology/

Celebrities have been used extensively in advertisement to promote products Celebrity endorsement, and brands.This is especially true for shopping, specialty and luxury items non-celebrity endorsement, consumer product, of consumer products.Earlier studies has also indicated that by using consumer p...