The rhetoric of celebrity endorsement strategy and consumer purchase intention on fast moving consumer goods among Al-Hikmah University undergraduate students
Year of publication: |
2020
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Authors: | Brimah, Bolatito Amudat ; Olanipekun, Wahid Damilola ; Olorunlambe, Gasali Alabi ; Salawu, Safiya |
Published in: |
SocioEconomic challenges : SEC. - Hamburg, Germany : Academic Research and Publishing UG (AR&P), ISSN 2520-6214, ZDB-ID 2910440-3. - Vol. 4.2020, 3 (27.9.), p. 104-112
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Subject: | celebrity endorsement | strategy | brand equity | consumer goods | purchase intention | Celebrity-Werbung | Celebrity endorsement | Markenimage | Brand image | Studierende | Students | Konsumentenverhalten | Consumer behaviour | Konsumgüterindustrie | Consumer goods industry | Konsumgüter | Consumer goods | Werbewirkung | Advertising effects |
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