A Study on How Celebrity Endorsements Affect Business Performance Through Evaluation of Consumer Preferences
Published online on June 08, 2024
Abstract
Global Business Review, Ahead of Print.
In contemporary advertising, celebrity endorsements have become pervasive, yet their effectiveness in influencing consumer preferences remains under scrutiny. We aim to explore the effect of cognition, affect and behaviour as antecedents to celebrity ...
In contemporary advertising, celebrity endorsements have become pervasive, yet their effectiveness in influencing consumer preferences remains under scrutiny. We aim to explore the effect of cognition, affect and behaviour as antecedents to celebrity ...