Work

The Effects of Celebrity Endorsers on Brand Personality, Brand Trust, Brand Preference and Purchase Intention

Year: 2014

Type: book-chapter

Study design: Observational Study

Source: Developments in marketing science: proceedings of the Academy of Marketing Science

DOI: 10.1007/978-3-319-10873-5_256

Authors: Phou Sambath, Don Jyh-Fu Jeng

Institution: National Cheng Kung University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2482964596

FWCI: 1.748

Cites: 15

Cited by: 9

Related to: 10