Celebrity endorsers : what can´t be predicted : examining the impact of celebrity endorser news and the moderating role of event type on brand valuations and consumer’s purchase intentions
As brands convert celebrity endorsements in common practice to capture consumer’s attentions and distinguish themselves amidst the advertising noise, it consequently results in these idolized individuals to yield immense power. However, in this information and media era, consumers can voice their op...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10400.14/38111 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/38111 |