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

• المؤلف الرئيسي: Berroya, Victoria Carla Yap
• التنسيق: text
• اللغة: English
• منشور في: Animo Repository 2020
• الموضوعات: Endorsements in advertising; Celebrities; Endorsements; Consumer behavior; Consumers—Attitudes; Marketing
• الوصول للمادة أونلاين: https://animorepository.dlsu.edu.ph/etd_masteral/3466; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/10304/viewcontent/CDTG004208_P.pdf
• المؤسسة: 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...