The celebrity endorser effects : an examination of source characteristics on brand image building for consumer goods products

When a consumer chooses a certain brand, many factors actually influence his or her purchase decision. Marketers would like very much to attribute this to the influence of promotion, but other Ps for instance distribution (place), product itself and price are also play their part in influencing a pe...

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Bibliographic Details
Main Author: Phang, Ing
Format: Thesis
Published: 2001
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