What is it about?
The study evaluates the role of celebrity tristwortiness in creating purchase intention for jewelry product.
Featured Image
Why is it important?
It provides a comprehensive model that explains the effect of celebrity endorser on purchase decision.
Perspectives
The study provides a clear explanation to the limitatio s of the existing celebrity endorsement studies.
Tijo Thomas
CHRIST (Deemed to be University)
Read the Original
This page is a summary of: The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model, Vision The Journal of Business Perspective, August 2019, SAGE Publications,
DOI: 10.1177/0972262919850922.
You can read the full text:
Contributors
The following have contributed to this page
