Sanan Waheed Khan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 3, pp. 586-613
Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate … skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity … partial-least squares structural equation model (PLS-SEM) based findings revealed that celebrity endorser has a favorable …