Please use this identifier to cite or link to this item: https://essuir.sumdu.edu.ua/handle/123456789/80745
Or use following links to share this resource in social networks: Recommend this item
Title The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students
Authors Brimah, B.A.
Olanipekun, W.D.
Olorunlambe, G.A.
Salawu, S.
ORCID
Keywords підтвердження знаменитості
одобрение знаменитостей
celebrity endorsement
стратегія
стратегия
strategy
власний капітал бренду
ценность бренда
brand equity
споживчі товари
потребительские товары
consumer goods
намір придбання
намерение совершить покупку
purchase intention
Type Article
Date of Issue 2020
URI https://essuir.sumdu.edu.ua/handle/123456789/80745
Publisher Sumy State University
License Creative Commons Attribution 4.0 International License
Citation Brimah, B. A., Olanipekun, W. D., Olorunlambe, G. A., Salawu, S. (2020). The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students. SocioEconomic Challenges, 4(3), 104-112. https://doi.org/10.21272/sec.4(3).104-112.2020
Abstract The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard.
Appears in Collections: SocioEconomic Challenges (SEC)

Views

Austria Austria
1
China China
1293
Egypt Egypt
571
France France
590100
Gambia Gambia
1
Germany Germany
1
Ghana Ghana
2619563
Greece Greece
1
Indonesia Indonesia
1
Ireland Ireland
33224
Lithuania Lithuania
1
Nepal Nepal
1
Netherlands Netherlands
1
Nigeria Nigeria
2619564
Pakistan Pakistan
1
Philippines Philippines
220622
Singapore Singapore
1
Sri Lanka Sri Lanka
1
Thailand Thailand
2619569
Turkey Turkey
1
Ukraine Ukraine
68295712
United Kingdom United Kingdom
23835125
United States United States
471650365
Unknown Country Unknown Country
1
Vietnam Vietnam
3307

Downloads

Brazil Brazil
1
Canada Canada
1
France France
1
Hong Kong SAR China Hong Kong SAR China
1
India India
1
Italy Italy
110316
Lithuania Lithuania
1
Malaysia Malaysia
1
Nigeria Nigeria
169134375
Singapore Singapore
1
Sri Lanka Sri Lanka
1
Ukraine Ukraine
169134373
United Kingdom United Kingdom
1
United States United States
471650366
Vietnam Vietnam
169134373

Files

File Size Format Downloads
Brimah_The_Rhetoric.pdf 323,22 kB Adobe PDF 979163813

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.