Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam

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Influence of celebrity endorsement on purchase intention toward smartphones among Gen Y / Rusydee Aqim Roslam

The practice of celebrity endorsement has become an effective marketing tool for companies to communicate about their products to the consumers in recent years. The purpose of this study is to investigate the influence of celebrity endorsement on customer purchase intention in smartphone industry. C...

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Bibliographic Details
Main Author:	Roslam, Rusydee Aqim
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Social aspects. Social marketing Market segmentation. Target marketing Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives
Online Access:	https://ir.uitm.edu.my/id/eprint/21278/

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