Islam as moderating variable between celebrity endorsement influence on attitude towards advertisements and purchase intention

Islam as moderating variable between celebrity endorsement influence on attitude towards advertisements and purchase intention

Celebrity endorsement has become a common advertising strategy adopted by many companies to attain their marketing objectives. Advertisers often select endorsers as a promotional strategy to communicate the attributes of their products or services to their target audience in order to create a positi...

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Bibliographic Details
Main Authors: Moses, Ibrahim Oyewole, Hasan, Hamisah, Ahmad, Abdul Mua'ti @ Zamri, Tamam, Ezhar
Format: Article
Language:English
Published: Center for Promoting Ideas 2018
Online Access:http://psasir.upm.edu.my/id/eprint/22699/
http://psasir.upm.edu.my/id/eprint/22699/1/Islam%20as%20moderating%20variable%20between%20celebrity%20endorsement%20influence%20on%20attitude%20towards%20advertisements%20and%20purchase%20intention.pdf

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