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Project topics and materials on "celebrity endorsement"

• 1. THE INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR IN THE GHANAI...

  » CHAPTER ONE INTRODUCTION 1.1 Background Of The Study Celebrity endorsement is defined as "a conventional marketing instrument used by marketers to communicate brand images and information to consumers" (Martey, 2014). It makes use of celebrity endorsers. A celebrity endorser, according to McCracken (1989), is "any individual who enjoys public perception and uses this perception on behalf of a cons...Continue Reading »

  Item Type: Project Material |  59 pages |  3,720 engagements |