Do Artefacts and Values of a Celebrity Enhance Purchase Intentions?
Ключові слова:
artefacts, values, celebrity endorsement, consumer purchase intentionsАнотація
The study focuses on artefacts and values of celebrities in influencing the consumer purchase intentions. Though much is not known in this area, it enhances the discussion on the best way to increase appeal and to ensure return on investments for firms who hire the celebrities. Respondents were conveniently selected and SEM was used to carry out the analysis. The study concludes that artefacts and values have significant influence on the purchase intentions of consumers. Implications for theory and practice are discussed.
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