A Case Study Of "Maxis" Celebrity Endorsement
The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how companies select their endorsers, how companies...
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2006
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my-mmu-ep.11212010-08-23T03:50:17Z A Case Study Of "Maxis" Celebrity Endorsement 2006-09 Serpoosh, Majid LB Theory and practice of education The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how companies select their endorsers, how companies address the investment return on celebrity endorsement and how campanies handle the risks of using a celebrity endorser in their advertising. 2006-09 Thesis http://shdl.mmu.edu.my/1121/ http://vlib.mmu.edu.my/diglib/login/dlusr/login.php masters Multimedia University Research Library |
| institution |
Multimedia University |
| collection |
MMU Institutional Repository |
| topic |
LB Theory and practice of education |
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LB Theory and practice of education Serpoosh, Majid A Case Study Of "Maxis" Celebrity Endorsement |
| description |
The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how companies select their endorsers, how companies address the investment return on celebrity endorsement and how campanies handle the risks of using a celebrity endorser in their advertising. |
| format |
Thesis |
| qualification_level |
Master's degree |
| author |
Serpoosh, Majid |
| author_facet |
Serpoosh, Majid |
| author_sort |
Serpoosh, Majid |
| title |
A Case Study Of "Maxis" Celebrity Endorsement |
| title_short |
A Case Study Of "Maxis" Celebrity Endorsement |
| title_full |
A Case Study Of "Maxis" Celebrity Endorsement |
| title_fullStr |
A Case Study Of "Maxis" Celebrity Endorsement |
| title_full_unstemmed |
A Case Study Of "Maxis" Celebrity Endorsement |
| title_sort |
case study of "maxis" celebrity endorsement |
| granting_institution |
Multimedia University |
| granting_department |
Research Library |
| publishDate |
2006 |
| _version_ |
1747829295851503616 |