Browsing Student Research Conference on Marketing(SRCM) by Subject "Brand Trust, Celebrity Endorsement, Empirical Gaps, Purchase Intention, Telecommunication"

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Impact of Celebrity Endorsement on Customer Purchase Intention: Examining the Mediating Effect of Brand Trust with Special Reference to Telecommunication Industry in Western Province Sri Lanka

Perera, K. A. H. M.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In the present context, many marketers in the telecommunication industry are using different methods to influence their customers. Celebrity endorsement is one of the key tools frequently used to influence the purchase ...

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