Examining the Effects of Celebrity Endorser’s Credibility, Congruency and Meaning transfer on Purchase Intention of Skincare Products: An Empirical Research in East China

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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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Bibliographic Details
Main Author:	peng, cheng
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2015
Subjects:	celebrity endorsement attractiveness trustworthiness congruency meaning transfer purchase intention
Online Access:	https://eprints.nottingham.ac.uk/30228/

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