Star impact: exploring the effect of celebrity endorsed advertising in Malaysia banking sector
This research is to identify the factor predicting the effectiveness of celebrity endorsement advertisement with reference to their popularity as an ‘attraction’ factor among the banking and financial services users. If this research is success, this indicates celebrity endorsement played a vital ro...
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| Main Author: | |
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| Format: | Undergraduate Final Project Report |
| Published: |
2011
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| Online Access: | http://discol.umk.edu.my/id/eprint/5405/ |
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| Institution: | Universiti Malaysia Kelantan |