Celebrity and non-celebrity endorsement effectiveness on consumers' attitude towards advertisement
Celebrity is frequently used in advertisement to build awareness towards the product and brand. It is referring to the percentage of people who are familiar with a particular product or brand being advertised. Traditionally awareness is built incrementally and a lot of money and time is spent. On t...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://etd.uum.edu.my/5251/ |
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| Institution: | Universiti Utara Malaysia |
| Language: | English English |
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