1. THE INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR IN THE GHANAIAN FASHION INDUSTRY

» 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 …Continue Reading »