The effects of celebrity endorsement on consumers purchasing intentions
The present thesis is a research about a marketing strategy: celebrity endorsement. Despite the fact that celebrity endorsement brings up some risks, it has been used quite extensively in the present era and it is a method to reach competitive advantage by companies. This dissertation focuses on exa...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2013
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| Texto completo: | http://hdl.handle.net/10071/5252 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/5252 |