Examining the Effects of Celebrity Endorser’s Credibility, Congruency and Meaning transfer on Purchase Intention of Skincare Products: An Empirical Research in East China
Celebrity endorsement strategy is widely used by marketers for the purpose of increasing sales and extending the market shares. Celebrity endorsers have proved with positive impacts on purchase intention by many researchers. However, the current findings about the effects of celebrity endorsement on...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2015
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| Online Access: | https://eprints.nottingham.ac.uk/30228/ |