Ethnocentrism as a moderator on the relationship between celebrity's source credibility and the purchase intention of cosmetic products among Malaysians

Globalization has led to an increased competition as firms expand their coverage including various domestic and international markets. One of the industries that has been influenced by the globalization is the cosmetic industry. This industry has been growing and expanding around the world in both d...

Full description

Saved in:
Bibliographic Details
Main Author: Fatima Zohra Chekima
Format: Thesis
Language:English
Published: 2019
Subjects:
Online Access:https://eprints.ums.edu.my/id/eprint/25166/1/Ethnocentrism%20as%20a%20moderator%20on%20the%20relationship%20between%20celebrity%27s.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!