“Kathniels on Lazada: The role of fans and its effect to celebrity endorsements"
Celebrity endorsement is a known marketing strategy globally. With the rise of celebrities, brands tap them to penetrate the fans. Kathryn Bernardo is one of the most sought-after product endorsers. In 2020, Lazada, a leading e-commerce platform in the Philippines, tapped her to be their prominent c...
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| Main Authors: | , , , |
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| Format: | text |
| Published: |
Animo Repository
2021
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/10345 |
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| Institution: | De La Salle University |
