Consumers’ attitudes towards western and asian celebrity endorsement in cosmetics industry
Celebrities are increasingly being employed by cosmetics companies to market their products in the market in order to boost up sales. This study analyzes Malaysian female consumers’ perception towards Asian celebrity endorsers and Western celebrity endorsers. Findings suggested that both celebrity e...
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| Format: | Undergraduate Final Project Report |
| Published: |
2011
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| Online Access: | http://discol.umk.edu.my/id/eprint/5448/ |
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| Institution: | Universiti Malaysia Kelantan |
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