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...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/15227 |
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| Institution: | Nanyang Technological University |
| Language: | English |
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