The Impact of multiple celebrity endorsement on attitude toward the advertisement and on consumers’ purchase intentions in the context of Colombia
The present research analyses the way multiple celebrity endorsement affects industries in Colombia especially in the cosmetic and cleanliness sector. In recent years, some national celebrities have been endorsing multiple products at the same time and it is uncertain the effect that this could have...
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| Institution: | Universidad EIA |
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| Main Authors: | , |
| Format: | Trabajo de grado - Maestría |
| Language: | English |
| Published: |
Administrativa, Financiera, Sistemas y Computación
2014-05-15
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| Subjects: | |
| Online Access: | https://repository.eia.edu.co/handle/11190/723 |
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