publication . Thesis . 2012

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

Molelekeng, Boitumelo Vincent;
Open Access
  • Published: 01 Jan 2012
  • Publisher: North-West University
  • Country: Paraguay
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 customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in t...
free text keywords: Black generation Y students, South Africa, Celebrity endorsements, Celebrity credibility, Attractiveness, Trustworthiness, Expertise
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