South African black generation Y students' perceptions of local black celebrity endorsers' credibility

Doctoral thesis OPEN
Molelekeng, Boitumelo Vincent;
  • Publisher: North-West University
  • Subject: Black generation Y students | South Africa | Celebrity endorsements | Celebrity credibility | Attractiveness | Trustworthiness | Expertise

MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2013 The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting cust... View more
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