Impact of Celebrity Endorsers from a Country of Animosity on Consumer Attitude when Used in Sponsored Anti Polio Campaigns: A Case of Pakistan.
Purpose – The purpose of the present study is to understand the impact that celebrity endorser from a country of animosity has on consumer attitude when used in cause related marketing and how cosmopolitism plays an important role in determining the magnitude of impact the animosity has on attitude...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
|
| Online Access: | https://eprints.nottingham.ac.uk/37489/ |