[PDF][PDF] Celebrity Impact-A Model of Celebrity Endorsement.
Journal of Marketing & Communication, 2011•researchgate.net
In today's dynamic environment, firms are investing on celebrities to promote their products.
Drawing on the celebrity endorsement, a study was conducted in Indore city with the sample
size of 233 in the age group of 18-40 Years. The purpose of this study is to find whether
celebrities really influence consumers. Here in this paper we are proposing a model for
celebrity endorsement. We had used both factor analysis and confirmatory factor analysis for
model formation. The model which we had proposed consists of.
Drawing on the celebrity endorsement, a study was conducted in Indore city with the sample
size of 233 in the age group of 18-40 Years. The purpose of this study is to find whether
celebrities really influence consumers. Here in this paper we are proposing a model for
celebrity endorsement. We had used both factor analysis and confirmatory factor analysis for
model formation. The model which we had proposed consists of.
In today’s dynamic environment, firms are investing on celebrities to promote their products. Drawing on the celebrity endorsement, a study was conducted in Indore city with the sample size of 233 in the age group of 18-40 Years. The purpose of this study is to find whether celebrities really influence consumers. Here in this paper we are proposing a model for celebrity endorsement. We had used both factor analysis and confirmatory factor analysis for model formation. The model which we had proposed consists of.
researchgate.net
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