Modelling the effects of perceived credibility on consumers’ attitudes and purchase intention: empirical evidence from celebrity entrepreneur endorser advertisement / Mazzini Muda

• Main Author: Muda, Mazzini
• Format: Book Section
• Language: English
• Published: Institute of Graduate Studies, UiTM 2014
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/19287/1/ABS_MAZZINI%20MUDA%20TDRA%20VOL%205%20IGS_14.pdf; http://ir.uitm.edu.my/id/eprint/19287/
• Institution: Universiti Teknologi Mara

The use of celebrities as endorser of product in advertisements is a very popular strategy in marketing communications. Empirical evidences from western samples justify the hiring of celebrities in advertisements. While the strategy has spread across other countries around the world, there is a lack...