Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude
The proliferation of technology in today's world has led consumers to gain insight into
brands via digital communication and shape their purchase intentions accordingly …
brands via digital communication and shape their purchase intentions accordingly …
Do celebrity endorsements influence stock investment intentions?
A Shiva, N Arora, B Rishi - Marketing Intelligence & Planning, 2022 - emerald.com
Purpose Celebrity endorsement is a preferred marketing communication strategy adopted
by business firms. The present study suggests theoretical underpinnings for investigating the …
by business firms. The present study suggests theoretical underpinnings for investigating the …
Relación de la influencia de las celebridades y la intención de compra en marcas de cosméticos
NA Medrano Pérez, AN Santamaria Fernández - repositorioacademico.upc.edu.pe
Estudios previos mencionan que especialistas de marketing deben seleccionar a
celebridades que vayan acorde a la marca y sector, para generar preferencia en el …
celebridades que vayan acorde a la marca y sector, para generar preferencia en el …