Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables
The use of and literature on celebrity endorsers is extensive. Nevertheless there is limited study on the impact of such use to a company’s image by respondent’s gender and replication of past findings in a Malaysian context. This study utilizes a factorial design to measure the interaction of the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknologi Malaysia (UTM)
2007
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| Online Access: | http://ir.unimas.my/2107/ http://ir.unimas.my/2107/ http://ir.unimas.my/2107/1/celeberity%2Bendorser%2Band%2Brespondents%2Bgender%2B%2528abstract%2529%20%281%29.pdf |