A Case Study Of "Maxis" Celebrity Endorsement
The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how companies select their endorsers, how companies...
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| Format: | Thesis |
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2006
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| Online Access: | http://shdl.mmu.edu.my/1121/ |
| _version_ | 1848789698848227328 |
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| author | Serpoosh, Majid |
| author_facet | Serpoosh, Majid |
| author_sort | Serpoosh, Majid |
| building | MMU Institutional Repository |
| collection | Online Access |
| description | The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how companies select their endorsers, how companies address the investment return on celebrity endorsement and how campanies handle the risks of using a celebrity endorser in their advertising. |
| first_indexed | 2025-11-14T18:00:52Z |
| format | Thesis |
| id | mmu-1121 |
| institution | Multimedia University |
| institution_category | Local University |
| last_indexed | 2025-11-14T18:00:52Z |
| publishDate | 2006 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | mmu-11212010-08-23T03:50:17Z http://shdl.mmu.edu.my/1121/ A Case Study Of "Maxis" Celebrity Endorsement Serpoosh, Majid LB Theory and practice of education The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how companies select their endorsers, how companies address the investment return on celebrity endorsement and how campanies handle the risks of using a celebrity endorser in their advertising. 2006-09 Thesis NonPeerReviewed Serpoosh, Majid (2006) A Case Study Of "Maxis" Celebrity Endorsement. Masters thesis, Multimedia University. http://vlib.mmu.edu.my/diglib/login/dlusr/login.php |
| spellingShingle | LB Theory and practice of education Serpoosh, Majid A Case Study Of "Maxis" Celebrity Endorsement |
| title | A Case Study Of "Maxis" Celebrity Endorsement |
| title_full | A Case Study Of "Maxis" Celebrity Endorsement |
| title_fullStr | A Case Study Of "Maxis" Celebrity Endorsement |
| title_full_unstemmed | A Case Study Of "Maxis" Celebrity Endorsement |
| title_short | A Case Study Of "Maxis" Celebrity Endorsement |
| title_sort | case study of "maxis" celebrity endorsement |
| topic | LB Theory and practice of education |
| url | http://shdl.mmu.edu.my/1121/ http://shdl.mmu.edu.my/1121/ |