Effectiveness of celebrity endorsement on high and low involvement products
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are featured. The purpose of this research study is to examine two issues- whether celebrity or non-celebrity endorsement is more effective in increasing purchase intention and affect towards product feat...
Saved in:
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2009
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/15227 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Nanyang Technological University |
| Language: | English |