Impact of celebrity credibility on advertising effectiveness

Article English OPEN
Sadia Aziz; Usman Ghani; Abdullah Niazi;
  • Publisher: Lahore: Johar Education Society, Pakistan (JESPK)
  • Journal: issn: 1997-8553
  • Publisher copyright policies & self-archiving
  • Subject: purchase intention | attitude toward brand | advertisement | attitude toward advertisement | HF1-6182 | Commerce | Celebrity credibility
    • ddc: ddc:330

Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credib... View more
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