Mall celebrity endorser characteristics and its influence on mall saliency amongst consumers

• Main Author: Berroya, Victoria Carla Yap
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Endorsements in advertising; Celebrities; Endorsements; Consumer behavior; Consumers—Attitudes; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3466; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/10304/viewcontent/CDTG004208_P.pdf
• Institution: De La Salle University

Filipinos being self-confessed mall rats pose as lucrative markets for Shopping Malls in the Philippines. The rising competition has paved the way to mall players using different marketing strategies and advertising campaigns. With many products enjoying successful increase of brand recall through t...