Innovative celebrity endorsement and consumer purchase
Year of publication: |
2020
|
---|---|
Authors: | Sankar, Jeganathan Gomathi ; Indhuja M |
Published in: |
Journal of Contemporary Issues in Business and Government. - Melbourne : Faculty of Business, ISSN 2204-1990, ZDB-ID 2878869-2. - Vol. 26.2020, 2, p. 678-684
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Subject: | Brand quality | Purchase intention | Advertisements | Consumer buying behaviour | Celebrity endorsement | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Werbewirkung | Advertising effects | Japan | Markenführung | Brand management | Markenimage | Brand image | Werbung | Advertising | Produktqualität | Product quality |
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