The thesis will be focused on the study of celebrity endorsement and how it affects consumer purchase intention on Facebook. It is obvious that celebrity endorsement nowadays is considered as a powerful advertising instrument which does contribute to measure all elements of a marketing campaign. Also...
In my opinion, all of the people should be brave enough to show our disapproval and criticism when confronted with ___. 预测作文押题 明星代言问题 On the Celebrity Spokesperson(celebrity名人,名流;名声,著名;知名人士,社会名流。)(spokesperson代言人;(男/女)发言人。) Curr...
social causes. The results contribute to the existing bodies of knowledge on celebrity endorsement and cause marketing. Clearly, an individual's attachment to a celebrity influences receptivity towards social cause messages from the human brand, which positively affects willingness to donate money and ...
Implications: The findings suggest that brand managers should consider the transgression history as a key determinant for endorsement decisions because sport consumers may have already formed a strong perception of stigma toward those athletes and those perceptions in turn determine the overall evaluations ...