RELIGACIÓN

Yazarlar: Zarith Delaila Abd Aziz, Muhamad Khalil Omar, Shahira Ariffin

Konular:-

Anahtar Kelimeler:Celebrity attractiveness,Celebrity credibility,Purchase intention,Celebrity endorsement

Özet: This paper also proposed to conceptualize the proposed framework. The results of this study will offer some valuable insights for marketing and advertising practitioners especially for local small-medium enterprises (SME’s) in Malaysia in regard to the benefits gained with the use of celebrities as endorsers. Furthermore, the study is expected to provide a better understanding on how celebrity may or may not trigger millennials’ interest in the products use and thus provide opportunities for practitioners to regulate marketing initiatives in their advertising strategies

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