Celebrities’ credibility and advertising effectiveness

What is it about?

This paper investigates the effect of celebrity's Endorsement on advertising effectiveness by examining the celebrity attributes likely to influence consumer attitude towards celebrities endorsed TV advertising and their purchase behavior.

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Why is it important?

A major contribution of this study lies in understanding the relationship among religious commitment; celebrities' credibility, attitude and purchase intention in Sudanese prospective. Its significance however lies in the absence of studies addressing this issue in Sudan