Browsing Commerce and Management by Subject "Brand Switching Behavior, Celebrity Endorsement, Telecommunication Industry"

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Impact of Celebrity Endorsement towards Brand Switching Behavior of Customers with Special Reference to Mobile Telecommunication Industry

Heshan, K. A. S.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The research focuses on analyzing the impact of celebrity endorsement on brand switching behavior (BSB) within the telecommunication industry in Sri Lanka. The competition in the mobile telecommunication sector in Sri Lanka ...

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