Impact of Celebrity Endorsement on Consumer's Purchase Intention Год выпуска: 2013Автор: Sundas Islam ChaudharyИздательство: LAP Lambert Academic PublishingСтраниц: 84ISBN: 9783659463235Описание Celebrity endorsement has become one of the most desirable marketing techniques in recent times. Consumers admire favorite celebrities like their ideals and advertisers can use this likeness in developing marketing strategies. This celebrity consumer’s relationship has become an opportunity for promotions of the products and services. Celebrities have significant impact on viewer’s life. In this work, focus is on exploring the consumer's perceptions about celebrities and how celebrity endorsement influences their purchase intention.
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